Results 251 to 260 of about 1,921,447 (292)

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 consumer's actual self or the consumer's ideal self.
Lucia Malar, Wayne D Hoyer, Harley Krohmer   +2 more
exaly   +4 more sources

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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

Emotional intelligence, external emotional connections and brand attachment

Journal of Product and Brand Management, 2018
Purpose The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence. Design/methodology/approach Data were collected using survey methodology (n = 419), and the hypotheses were tested by using a structural equation
Anna J Vredeveld
exaly   +2 more sources

Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding

Journal of Fashion Marketing and Management, 2013
PurposeThe purpose of this study is to develop and empirically test a theoretical framework that captures the impact of corporate branding on customer emotional attachment and brand loyalty in the luxury fashion market.Design/methodology/approachCross‐sectional data were collected from 282 customers who purchased luxury brands.
Crystal Sheau Fen Yap
exaly   +2 more sources

Brand romance: a complementary approach to explain emotional attachment toward brands

Journal of Product and Brand Management, 2011
PurposeThis research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand emotional attachment to brands.Design ...
Siva Kumar Balasubramanian
exaly   +2 more sources

Consumer emotional brand attachment with social media brands and social media brand equity

European Journal of Marketing, 2019
PurposeThe ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media ...
Abhishek Dwivedi, Lester W Johnson
exaly   +3 more sources

The Effects of Emotional Versus Rational Message Framing on Brand Attachment and Brand Loyalty

, 2019
The purpose of this research is to investigate the relationship among message framing in social media, brand attachment, and brand loyalty for higher education institutions. In particular, this study compares the effectiveness of rational versus emotional message framing in different message contexts, such as sports or academic-related stories ...
Woinowsky, Elisa
openaire   +2 more sources

Antecedents and consequences of emotional attachment to sport teams brands

Journal of Brand Management, 2022
Riadh Ladhari, Soumaya Cheikhrouhou, Miguel Morales   +2 more
exaly   +2 more sources