Article2014

Exploring brand attachment, its determinants and outcomes

Arnold Japutra · Yüksel Ekinci · Lyndon P. Simkin

215 citations0/0 files storedJournal of Strategic Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Brand attachment has been regarded as a powerful and salient construct in marketing, argued to predict favourable consumer behaviours. Nevertheless, research trying to understand what are the determinants and outcomes of it is still limited. Using semi-structured interviews and projective techniques, this work identifies that self-congruity, experience, responsiveness, quality, reputation and trust are found to be the determinants of strong brand attachment. The outcomes of brand attachment are intention to recommend, purchase, revisit, resilience to negative information and act of defending the brand. This research sheds light for marketers in understanding the conceptualisation of attachment from the consumers' perspectives, so adopting an important perspective largely under-researched. In addition, this study guides marketers in the important factors regarding how to build stronger attachment and benefit from its outcomes.

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References

2006Using thematic analysis in psychology 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1988Possessions and the Extended Self 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1994Marketing Research: An Applied Orientation 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1987Romantic love conceptualized as an attachment process.1993Questionnaire Design, Interviewing and Attitude Measurement

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