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

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. © Emerald Group Publishing Limited.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02180696
Contributeur : Jacques-Olivier Catois <>
Soumis le : jeudi 11 juillet 2019 - 15:56:01
Dernière modification le : lundi 22 juillet 2019 - 16:54:10

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Sami Belaïd, Azza Temessek Behi. The role of attachment in building consumer-brand relationships An empirical investigation in the utilitarian consumption context. Journal of Product and Brand Management, Emerald, 2011, 20 (1), pp.37-47. ⟨10.1108/10610421111108003⟩. ⟨hal-02180696⟩

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