Generating emotional brand attachment is a central concern in the current marketing industry. Existing research has shown the high relevance of emotions in consumer–brand relationships. We propose...Show moreGenerating emotional brand attachment is a central concern in the current marketing industry. Existing research has shown the high relevance of emotions in consumer–brand relationships. We propose that the emotion awe makes people feel connected to brands, because awe causes people to feel interconnected. The aim of this research was to investigate the relationship between music, awe and brand attachment. Participants in this online study (N = 199) were randomly divided into four conditions: a music condition, a recall condition, a music and recall condition, and a control condition. We hypothesized that listening to music would induce awe, which in turn would affect brand attachment. Results showed that music did not have a significant effect on awe, but recalling an experience of awe did. Furthermore, awe had a significant effect on brand attachment. Finally, the personality trait Openness to Experience predicted the experience of awe. The implications for these findings, directions for future research and limitations of the current research are discussed.Show less
