title: Brand emotional credibility: effects of mixed emotions about branded products with varying credibility.
abstract: This research investigates the effects of mixed emotions on the positioning and on the intention to purchase different categories of branded products (i.e., Attractiveness-products, Expertise-products, and Trustworthiness-products), in relation to their main component of credibility (Ohanian, 1990). On the basis of a focus group (n = 12) aimed to identify the three branded products used as stimuli and a pre-test (n = 240) directed to discover emotions elicited by them, two studies (n = 630; n = 240) were carried out. Positioning and multiple regression analyses showed that positive and negative emotions are positively related with the positioning and the purchase intention of Attractiveness-products, and, respectively, positively and negatively related with those of Trustworthiness-products; whereas negative emotions are negatively associated with those of Expertise-products. Brand Emotional Credibility--i.e., the emotional believability of the brand positioning signals--may help to identify unconscious elements and the simultaneous importance of mixed emotions associated with different products to match consumers' desires and expectations.
authors.affiliation: Department of Management, Economics, Mathematics and Statistics, University of Salento, Lecce, Italy.
authors.forename: Antonio
authors.initials: A
authors.lastname: Mileti
authors.affiliation: Department of Management, Economics, Mathematics and Statistics, University of Salento, Lecce, Italy.
authors.forename: M Irene
authors.initials: MI
authors.lastname: Prete
authors.affiliation: Department of Management, Economics, Mathematics and Statistics, University of Salento, Lecce, Italy.
authors.forename: Gianluigi
authors.initials: G
authors.lastname: Guido
mesh_terms: D000328:Adult; D003258:Consumer Behavior; D004644:Emotions / Q000502:physiology*; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing / Q000592:standards*; D010865:Pilot Projects; D015203:Reproducibility of Results; D011795:Surveys and Questionnaires; D055815:Young Adult