The Differential Role of Consumer Emotions and Brand Attachment: The Creation of Brand Love and Premium Price for Hedonic Customers

The objectives of this study are: (1) to explore the antecedents of premium pricing and brand love arising from the hedonic value of a product/service, consumer emotions, and brand attachment, and (2) to investigate the role of consumer emotions in strengthening the relationship between hedonic value and brand love and premium pricing. A total of 155 respondents participated in this study using purposive sampling. The criteria for the sample in this study were consumers who have consumed hedonic products more than once. Hypothesis testing was conducted using Smart-PLS after the prerequisites of discriminant validity (Fornell-Lecker), convergent validity, reliability, and AVE were met. The results of hypothesis testing show that premium pricing and brand love are influenced by hedonic value and consumer emotions. However, brand attachment is not predicted by hedonic value. Additional findings indicate that consumer emotions mediate the relationship between hedonic value and brand love and premium pricing, while brand attachment does not demonstrate the same role. Therefore, businesses need to pay attention to consumer emotions when making pricing decisions and instilling consumer love for the brand.