Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty [PDF]
Rajagiri Management Journal, 2021 Purpose – Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a ...
Davood Ghorbanzadeh, Atena Rahehagh
doaj +5 more sources
Emotional Brand Attachment and Attitude toward Brand Extension
Services Marketing Quarterly, 2020 This study aims to investigate how emotional brand attachment contributes to attitude toward brand extension.
Park Thaichon +2 more
exaly +4 more sources
Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness [PDF]
Journal of Business Research, 2020 This study investigates how materialism and cosmopolitanism affect emotional brand attachment, a key driver of consumer brand equity. Further, it sheds light onto the contingent role of ideal self-congruity and perceived brand globalness in such relationships.
Hector Gonzalez-Jimenez +1 more
exaly +5 more sources
ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY [PDF]
Jurnal Manajemen dan Wirausaha, 2016 Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment ...
Elia Ardyan +4 more
doaj +4 more sources
From jealousy to loyalty: the power of brand attachment [PDF]
BMC PsychologyBackground Brand jealousy is a natural phenomenon among consumers of apparel fashion brands; however, little is known about how this emotion can strengthen customers’ emotional attachment to brands and motivate them to pay a premium price and engage in ...
Muhammad Sohaib +3 more
doaj +2 more sources
The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2021 In the airline industry, brand authenticity and Emotional brand attachment (EMA) are important constructs. This study aims to investigate a conceptual model displaying the brand authenticity effect on EMA using a multi-dimensional scale.
Manal EL Mekebbaty
doaj +2 more sources
Comparing Emotional Brand Attachment in Small-Group and Network-Based Brand Communities
SAGE OpenEmotional brand attachment is a key driver of long-term consumer–brand relationships, yet limited research has examined how different brand community structures foster such attachment.
Yi-Ying Linda Yu, Wen-Cheng Lin
doaj +2 more sources
Influence of perceived city brand image on emotional attachment to the city [PDF]
Journal of Place Management and Development, 2018 Purpose - This study examines the influence of perceived city brand image on emotional attachment to the city. The study also compares the effects of perceived brand image of the city on the emotional attachment to the city across two groups: residents and visitors.
Constantinos-Vasilios Priporas +2 more
exaly +3 more sources
Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting [PDF]
International Hospitality Review, 2023 Purpose – The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience
Michael Boadi Nyamekye +3 more
doaj +1 more source
Frontiers in Psychology, 2022 The challenging competitive situation in the market forces the organizations to recognize the crucial role of branding. Many studies focused on financial and customer perspectives and ignored the importance of employee-based brand building in the ...
Han Liu
doaj +1 more source