Exploring brand attachment, its determinants and outcomes
Exploring brand attachment, its determinants and outcomes
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.
attitudinal loyalty, brand attachment, experience, responsiveness, self-congruity, trust
616-630
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Simkin, Lyndon
e2424e42-6230-4f87-a509-8eb542a4ff80
10 November 2014
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Simkin, Lyndon
e2424e42-6230-4f87-a509-8eb542a4ff80
Japutra, Arnold, Ekinci, Yuksel and Simkin, Lyndon
(2014)
Exploring brand attachment, its determinants and outcomes.
Journal of Strategic Marketing, 22 (7), .
(doi:10.1080/0965254X.2014.914062).
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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Published date: 10 November 2014
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Publisher Copyright:
© 2014, © 2014 Taylor & Francis.
Keywords:
attitudinal loyalty, brand attachment, experience, responsiveness, self-congruity, trust
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Local EPrints ID: 499989
URI: http://eprints.soton.ac.uk/id/eprint/499989
ISSN: 0965-254X
PURE UUID: 96fa6658-82d0-4881-9314-5e9af805e079
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Date deposited: 10 Apr 2025 17:20
Last modified: 12 Apr 2025 02:20
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Contributors
Author:
Arnold Japutra
Author:
Yuksel Ekinci
Author:
Lyndon Simkin
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