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Jurnal Manajemen Bisnis dan Kewirausahaan, 2020 The aim of this study are : first, to explore the effect of brand personality towards commitment to the brand. Second, to explore the effect of trust in the brand towards commitment to the brand. Third, to explore the effect of attachment to the brand towards commitment to the brand. The method of data collection is convenience sampling. The samples of
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Brand Attachment and the Compulsive Buyer
International Journal of Academic Research in Business and Social Sciences, 2015 In this paper a linkage between compulsive buying tendencies and brand attachment is developed, which is moderated by brand popularity. Consumers who engage in compulsive buying try to alleviate negative feelings, which are temporarily forgotten and replaced with positive feelings (Faber and Christenson 1996).
Richard L. Flight, Devon Sacramento
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Understanding the Role of Brand Attachment in the Automotive Luxury Brand Segment
Administrative SciencesThe automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents the greatest challenges in the business-to-consumer (B2C) relationship.
Abílio Bragança Milheiro +4 more
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Emotional Brand Attachment as a Pathway to Brand Nostalgia, Brand Involvement and Brand Forgiveness
International Review of Management and MarketingThis study explores the relationships between Emotional Brand Attachment (EBA), Brand Nostalgia, Brand Involvement, and Brand Forgiveness, focusing on their roles in consumer-brand recovery dynamics. Using Emotional Brand Attachment Theory and Structural Equation Modeling (SEM), the findings reveal that EBA strongly influences Brand Involvement and ...
Patcharee Hongthong +3 more
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Brand-self connections and brand prominence as drivers of employee brand attachment
AMS Review, 2018 Past research reveals that customers can attach meanings to brands that create strong connections between the brand and the self. When they do, and when the brand is prominent in their minds, they become psychologically attached to the brand, and display strong brand loyalty and advocacy behaviors. We use a grounded theory framework to ask if employees
Gill-Simmen, L +3 more
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Exploring the Role of Healthy Green Spaces, Psychological Resilience, Attitude, Brand Attachment, and Price Reasonableness in Increasing Hotel Guest Retention. [PDF]
Int J Environ Res Public Health, 2019 Yu J.
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The impact of fear on brand attachment
, 2014 Throughout their daily lives consumers experience a vast array of emotions. At times these emotions are directly related to a consumption context, while other times these emotions are unrelated. While previous research on incidental emotion has generally found that negative emotions have negative outcomes for brands, the explicit effect of fear has ...
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Drivers and outcomes of brand attachment
, 2014 Brand attachment refers to the cognitive andaffective bonding between consumers and ‘their’ brands. Building consumerbrand relationships is becoming increasingly important for academics and practitioners. Academics argue that comprehending the consumer brand relationship provides insight to consumers’ choice of brands related to their identity.
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The Role of Packaging in Brand Attachment
Bulletin of the Transilvania University of Brasov. Series V: Economic SciencesPackaging plays an important role in creating and strengthening brand attachment, significantly impacting consumer perception and brand experience. It influences not only the product's first impression, but also how consumers interact with it in the long term. This article explains how packaging contributes to the brand attachment of a product.
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