How extraordinary experiences drive stronger emotional brand attachment?

This research examines the impact of extraordinary versus ordinary brand-shared experiences on consumers’ emotional brand attachment, and the moderating role of consumers’ extroversion in this relationship. Across four studies, extraordinary (vs. ordinary) brand-shared experiences enhance emotional brand attachment by increasing consumers’ sense of meaningfulness and perceived shared experience with the brand. However, this effect varies depending on consumers’ level of extroversion, such that the positive effect of extraordinary experiences is stronger for consumers with low levels of extroversion. These findings highlight the important roles of consumers’ extroversion, meaningfulness, and perceived shared experience in shaping their emotional brand attachment. Additional post-tests rule out emotional valence as an alternative explanation. From a managerial perspective, this research provides actionable strategies for marketers to personalize brand experiences, particularly by leveraging extraordinary experiences to strengthen connections with more introverted consumers.