Brand Attachment
Subtitle: Constructs, Consequences and Causes
Contributors: MacInnis, Deborah J. Author; Priester, Joseph R. Author
Publisher: Now Publishers; NetLibrary, Incorporated [Distributor]
Published: 2008
Place of publication: Hanover; Boulder
Language: eng
Format: [electronic resource]:
ISBN-13: 9781601981011
Subjects: Consumer behavior; Brand loyalty; Psychological aspects
Description: This review examines four key issues involved in developing and establishing strong brand relationships with its customers. The first concerns the meaning of "brand attachment" and its critical consequences for brand equity. The second concerns outcomes of brand attachment to customers and the firm. The third concerns the causes of brand attachment. We articulate the process by which strong brand attachment is created through meaningful personal connections between the brand and its customers. We also articulate the identification and management of a strategic brand exemplar that allows the firm to create brand attachment and sustain and grow the brand's competitive advantages.
Notes: License restrictions may limit access.
Table of contents: title: Abstract; title: Introduction; title: The attachment construct; title: What is attachment?; title: Brand attachment; title: Why is attachment important to brand equity management?; title: What causes attachment?; title: Bases for attachment; title: Mental representation of brand memory; title: Strategic brand exemplars; title: Characteristics of strategic brand exemplars; title: Benefits of a strategic brand exemplar; title: Discussion; title: References.