Journal ArticleDOI
Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers.
TLDR
In this article, a parsimonious measure of brand attachment was developed and validated from a measurement perspective, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment.Abstract:
Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (1) consumers' intentions to perform difficult behaviors (those they regard as using consumer resources), (2) actual purchase behaviors, (3) brand purchase share (the share of a brand...read more
Citations
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Journal ArticleDOI
Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self:
TL;DR: In this paper, the authors show that the implications of self-congruence for consumers' emotional brand attachment are complex and differ by consumers' product involvement, consumers' individual difference variables, and the type of selfcongruence (fit of the brand's personality with the consumer's actual self versus with the consumers' ideal self).
Journal ArticleDOI
Reshaping the Village Test for investigating service brand attachment
TL;DR: In this paper, the authors demonstrate the use of an investigative technique which has until now only been used in the field of psychology, namely, the Village Test, to explore service brand attachment.
Journal ArticleDOI
Influence analysis of community resident support for sustainable tourism development
TL;DR: In this article, the authors assess the support of community residents for sustainable tourism development using the latent variables of community attachment, community involvement, perceived benefits, perceived costs, and support for sustainability tourism development and elemental data of the residents of the Cigu wetland in southwest Taiwan.
Journal ArticleDOI
Drivers of consumer–brand identification
TL;DR: The concept of consumer-brand identification (CBI) is central to our understanding of how, when, and why brands help consumers articulate their identities as discussed by the authors, and it has been shown that consumers have stronger causal relationships with CBI when consumers have higher involvement with the brand's product category.
Journal ArticleDOI
Understanding social media effects across seller, retailer, and consumer interactions
TL;DR: In this paper, the authors proposed a contagion effect of social media use across business suppliers, retailers, and consumers, and tested social media contagion effects and their ultimate impact on multiple performance measures.
References
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