Results 271 to 280 of about 176,448 (310)
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2018
Among the myriad brand constructs established in the literature, brand attachment is attracting increasing attention among marketing scholars. Initially a loosely defined construct, the definition of brand attachment has improved significantly, and so too has its operationalization.
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Among the myriad brand constructs established in the literature, brand attachment is attracting increasing attention among marketing scholars. Initially a loosely defined construct, the definition of brand attachment has improved significantly, and so too has its operationalization.
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The dark side of brand attachment: A conceptual framework of brand attachment's detrimental outcomes
The Marketing Review, 2014Brand attachment recently has received great attention among practitioners and academics alike. Scholars consider brand attachment a key requisite in consumer-brand relationships that create favourable consumer behaviours such as positive brand attitudes and brand loyalty. Few studies, however, examine the detrimental outcomes of brand attachment.
Arnold Japutra +3 more
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IIM Kozhikode Society & Management Review, 2019
The purpose of this article is to analyse consumers’ attachment behaviour to a particular brand due to its perceived authenticity. The study aims to identify the relationship of brand authenticity with the consumers’ brand attachment behaviour in the presence of online brand communities (OBCs) built on social networking vehicles.
Vikas Arya +3 more
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The purpose of this article is to analyse consumers’ attachment behaviour to a particular brand due to its perceived authenticity. The study aims to identify the relationship of brand authenticity with the consumers’ brand attachment behaviour in the presence of online brand communities (OBCs) built on social networking vehicles.
Vikas Arya +3 more
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Can brand anthropomorphism trigger emotional brand attachment?
The Service Industries Journal, 2021Jianfeng Ma +3 more
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Determinants of brand loyalty: self-construal, self-expressive brands, and brand attachment
International Journal of Fashion Design, Technology and Education, 2014The purpose of this paper was to explore the relationships among self-construal, self-expressive brands, and brand attachment with an emphasis on understanding the link to brand loyalty in US colle...
Seung-Hee Lee, Jane E. Workman
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The Interplay of Brand Attachment and Brand Extension Success
2016Brand 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 +2 more
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The Infleunce of Brand Value, Brand Trust and Brand Attitude on Brand Attachment
2014Being able to build a relationship with a customer through the brand is a vital necessity for marketing. Established relationships with customers carry benefits for companies such as increased profitability. Previous studies have acknowledged the role brand attachment, brand trust and brand attitude play in the formation of committed behaviour, without
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Place attachment and brand attachment : An attachment process and its outcomes
International Journal of Tourism Management and Sciences, 2023Yevgeniya Li, Hyunjung Kim
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The Effects of Consumer Brand Identification and Brand Attachment to Brand Equity
Journal of the Korean Society of Clothing and Textiles, 2010This study investigates the effects of consumer brand identification and brand attachment to brand equity. 332 surveys were collected from male and female university students in Seoul. In each survey, respondents were asked to choose one favorite fashion brand that they often purchase and answer questions regarding brand identification, brand ...
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