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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.
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Journal articles
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02180696
Contributor : Jacques-Olivier Catois Connect in order to contact the contributor
Submitted on : Thursday, July 11, 2019 - 3:56:01 PM
Last modification on : Wednesday, March 9, 2022 - 3:50:03 PM

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Samy 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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