Article2013

Disentangling the influence of attachment anxiety and attachment security in consumer formation of attachments to brands

Michael Proksch · Ulrich R. Orth · Franziska Bethge

26 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior Nostalgia and Consumer Behavior

Abstract

ABSTRACT This research investigates the formation of consumer attachments to brands contingent upon their attachment anxiety and security. An experiment utilizes a consumer sample and real brands across four product categories (apparel, body care, consumer electronics, and soft drinks) to test the relations between consumer–brand identification and brand attachment dependent on attachment anxiety and attachment security. Consistent with previous research, the findings initially confirm that consumer–brand identification relates positively to brand attachment. Prior work is extended, however, by demonstrating that attachment anxiety has a strong influence on this relationship by moderating the effect of consumer–brand identification on brand attachment but only under low attachment security and with women. Implications relate to attachment research and brand management. Copyright © 2013 John Wiley & Sons, Ltd.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2003Individual differences in two emotion regulation processes: Implications for affect, relationships, and well-being.1986Psychology of intergroup relations 1988Possessions and the Extended Self 1991Attachment styles among young adults: A test of a four-category model.1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1987Romantic love conceptualized as an attachment process.

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