Articlegreen2016

Tie the knot: building stronger consumers’ attachment toward a brand

Arnold Japutra · Yüksel Ekinci · Lyndon P. Simkin

99 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

Extant research has promoted the importance and seeking to establish a deeper understanding of brand loyalty. However, it still remains elusive and uncertain. A study with more than 1,500 CEOs worldwide believes that creating a bond with consumers and continuing to learn how to strengthen the bond are essential for realizing strategies and delivering on shareholder expectations. Not surprisingly, firms and researchers are seeking ways to build a stronger connection with consumers, because such attachment acts as a key requisite in a firm’s success. Consequently, understanding how marketers can intensify the attachment is important. This article offers a framework for building stronger consumers’ attachment and testing it based on a survey of 432 participants. Four factors are deemed to be important: ideal self-congruence, sensory experience, responsiveness, and CSR beliefs. Attachment influences loyalty and resilience to negative information. Additionally, attachment fully mediates ideal self-congruence and responsiveness to loyalty, as well as ideal self-congruence and sensory experience to resilience to negative information.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2000The "What" and "Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior 1969Attachment and Loss 1988Possessions and the Extended Self 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

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2018The role of ideal self-congruence and brand attachment in consumers’ negative behaviour 2020An Assessment of Brand Experience Knowledge Literature: Using Bibliometric Data to Identify Future Research Direction 2021Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self‐brand connections 2021The mediating role of brand trust in the relationship between brand personality and brand loyalty 2020Brand experience and brand attachment as drivers of WOM in hospitality

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