Results 271 to 280 of about 1,921,447 (292)

Can brand anthropomorphism trigger emotional brand attachment?

The Service Industries Journal, 2021
Jianfeng Ma, Hongwei Tu, Xing Zhou, Wanjie Niu   +3 more
openaire   +1 more source

Forging emotional brand attachment: the role of fear arousal

European Journal of Marketing
Purpose This research aims to examine how fear-based stimuli can forge emotional brand attachment, offering a novel emotional pathway for strengthening consumer-brand relationships. Design/methodology/approach Three laboratory ...
Ying Ying Li, Kevin Voss
openaire   +1 more source

Femvertising : efeitos no brand engagement e no emotional brand attachment

2023
Mestrado Bolonha em ...
openaire   +1 more source

The Impact of Brand Experience to the Brand Loyalty Mediated by Emotional Brand Attachment

Advances in Economics, Business and Management Research, 2022
Ihwan Susila, Zulfikar Azaria Rahman
openaire   +1 more source

THE EFFECT OF BRAND TRUST AND BRAND EXPERIENCE ON BRAND LOYALTY THROUGH EMOTIONAL BRAND ATTACHMENT TO WARDAH COSMETICS

2022
This study aims to determine the effect of brand trust and brand experience on brand loyalty to Wardah cosmetics customers, which is mediated through emotional brand attachment. All female consumers of Wardah Cosmetics are the population in this study. By using the purposive sampling method, 100 (one hundred) respondents were selected.
Mayangsari, Arti, Harti, Harti
openaire   +1 more source

The Role of Emotions to Brand Attachment and Brand Attitude in a Retail Environment: An Extended Abstract

2017
Consumers are able to interact with thousands of products and brands throughout their life, but they develop a strong emotional bond by a subset of them (Schouten and McAlexander 1995). It is really interesting the likelihood that consumers might develop strong emotional bonds with brands (Thomson et al. 2005).
Evangelia Chatzopoulou, Markos Tsogas
openaire   +1 more source

Consumers' Attachment and Commitment to Brands and Media Titles: The role of Emotions

2010
International ...
Valette-Florence, Rita, de Barnier, Virginie, Becheur, Imene, Valette-Florence, Pierre   +3 more
openaire   +2 more sources

Reflections on emotional attachment to brands: Brand romance and brand love

Journal of Customer Behaviour, 2013
Hemant Patwardhan, Siva K. Balasubramanian   +1 more
openaire   +1 more source

Consumer emotional attachments to a brand

2018
Ramírez, Alejandra, Ramírez, Ángela Milena   +1 more
openaire   +1 more source

Can brand anthropomorphism trigger emotional brand attachment?

Service Industries Journal, 2023
Xing Zhou, Wanjie Niu
exaly