Exploring brand attachment, its determinants and outcomes

Japutra, A., Ekinci, Y. and Simkin, L. (2014) Exploring brand attachment, its determinants and outcomes. Journal of Strategic Marketing, 22 (7). pp. 616-630. ISSN 0965-254X doi: 10.1080/0965254X.2014.914062

Abstract/Summary

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.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/47565
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Uncontrolled Keywords	brand attachment, self-congruity, experience, responsiveness, trust, attitudinal loyalty
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