Results 251 to 260 of about 864,077 (292)

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Journal of Marketing, 2010
BRAND ATTACHMENT AND BRAND ATTITUDE STRENGTH: CONCEPTUAL AND EMPIRICAL DIFFERENTIATION OF TWO CRITICAL BRAND EQUITY DRIVERS Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers (-
Andreas Eisingerich, Deborah MacInnis, Dawn Iacobucci   +2 more
exaly   +2 more sources

Brand and product attachment in an industrial context: The effects on brand loyalty

Industrial Marketing Management, 2016
The role of attachment as a driver of industrial brand loyalty has largely been investigated at the inter-organizational level, while there is a notable lack of studies on industrial buyers' attachment to industrial brands and products. By researching an empirical setting in which buyers have first-person experience of product use, this study proposes ...
Giuseppe Pedeliento, Daniela Andreini, Jari Salo   +2 more
exaly   +3 more sources

Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

Journal of Marketing, 2011
Creating emotional brand attachment is a key branding issue in today's marketing world. One way to accomplish this is to match the brand's personality with the consumer's self. A key question, however, is whether the brand's personality should match the
Lucia Malar, Wayne D Hoyer, Harley Krohmer   +2 more
exaly   +2 more sources

Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles [PDF]

European Journal of Marketing, 2018
PurposeThe purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relationships.Design ...
Arnold Japutra, Lyndon Simkin
exaly   +2 more sources

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model [PDF]

Marketing Intelligence and Planning, 2023
Purpose: This paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.
Ian Phau, Anwar Sadat Shimul
exaly   +3 more sources

Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study

Psychology and Marketing, 2022
AbstractThe study tested a celebrity endorsement model to investigate the direct and indirect influences of celebrity attachment on brand loyalty across two culturally distinct countries: The United Kingdom and Turkiye. The survey was completed by 626 respondents and the data were analyzed using structural equation modeling.
Yuksel Ekinci, Alper Ozer, Mehmet Ozer
exaly   +3 more sources

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Understanding drivers and outcomes of brand attachment in mobile branded apps

Journal of Consumer Marketing, 2020
Purpose Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context.
Tran, Trang P., Furner, Christopher P., Albinsson, Pia A.   +2 more
openaire   +1 more source

Antecedents of emotional attachment to brands

Journal of Business Research, 2011
Abstract Marketers desire exclusive brand repurchase. This can occur when customers develop deep emotional “bonds” with brands, as elaborated in the emotional attachment to brands construct. To create emotionally attached repurchase, marketers must understand controllable antecedents of the phenomenon. However, a comprehensive study of antecedents is
Hieu P Nguyen
exaly   +2 more sources

The Interplay of Brand Attachment and Brand Extension Success

2016
Brand extensions serve as an important marketing strategy for many new product introductions. Given that new products are prone to failure, the use of an established brand can help facilitate acceptance of the new product by reducing consumers’ perceived risk, enhancing efficiencies associated with distribution and promotional activities, and reduced ...
Daniel Heinrich, David E. Sprott, Carmen-Maria Albrecht   +2 more
openaire   +1 more source

Political ideology and brand attachment

International Journal of Research in Marketing, 2019
Abstract We introduce political conservatism as possibly associated with brand attachment. We propose that conservatism, in particular, might be related to stronger attachment bonds to brands due to greater feelings of uncertainty, encouraging consumers to seek security via forming brand attachment bonds.
Jasmina Ilicic, Eugene Y. Chan
exaly   +2 more sources