Incorporates: Pricing Strategy and Practice
Online from: 1992
Subject Area: Marketing
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|Title:||The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context|
|Author(s):||Samy Belaid, (EM Normandie Business School, METIS and NIMEC lab, Le Havre, France), Azza Temessek Behi, (Department of Management, IHEC, Carthage, Tunisia)|
|Citation:||Samy Belaid, Azza Temessek Behi, (2011) "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context", Journal of Product & Brand Management, Vol. 20 Iss: 1, pp.37 - 47|
|Keywords:||Brand loyalty, Brands, Linear structure equation modelling, Utilitarianism|
|Article type:||Research paper|
|DOI:||10.1108/10610421111108003 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – This paper aims to examine the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioural loyalty.
Design/methodology/approach – This paper is based on exploratory and confirmatory studies that provide a model that explains the relationship between brand attachment and its outcomes. A structural equation modelling is used to assess the hypothetical links.
Findings – The findings of the structural model confirm the majority of the hypothesised relationships. Brand attachment is considered as an important input to brand commitment for utilitarian products.
Originality/value – Few studies have attempted to model the relationship between brand attachment and its antecedents and outcomes. This research also focused on a particular utilitarian product that is not – apparently – affect laden.
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