The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context

Samy Belaid; Azza Temessek Behi

doi:10.1108/10610421111108003

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Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context

Document Information:
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
Abstract:	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.