Tie the knot: building stronger consumers’ attachment toward a brand
Tie the knot: building stronger consumers’ attachment toward a brand
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.
Brand attachment, brand loyalty, brand responsiveness, CSR beliefs, ideal self-congruence, resilience to negative information, sensory experience
223-240
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Simkin, Lyndon
e2424e42-6230-4f87-a509-8eb542a4ff80
3 April 2018
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
(2018)
Tie the knot: building stronger consumers’ attachment toward a brand.
Journal of Strategic Marketing, 26 (3), .
(doi:10.1080/0965254X.2016.1195862).
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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Published date: 3 April 2018
Additional Information:
Publisher Copyright:
© 2016 Informa UK Limited, trading as Taylor & Francis Group.
Keywords:
Brand attachment, brand loyalty, brand responsiveness, CSR beliefs, ideal self-congruence, resilience to negative information, sensory experience
Identifiers
Local EPrints ID: 500186
URI: http://eprints.soton.ac.uk/id/eprint/500186
ISSN: 0965-254X
PURE UUID: 3cfefa85-001a-455b-9756-a3dd5816d1cd
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Date deposited: 22 Apr 2025 17:04
Last modified: 23 Apr 2025 02:14
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Contributors
Author:
Arnold Japutra
Author:
Yuksel Ekinci
Author:
Lyndon Simkin
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