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

Samy Belaïd (1, 2) , Azza Temessek Behi (3)

1 Métis Lab EM Normandie
2 NIMEC - Normandie Innovation Marché Entreprise Consommation
3 IHEC - Institut des hautes études commerciales (Carthage, Tunisie)

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.

Mots clés: Brand loyalty; Brands; Linear structure equation modelling; Utilitarianism

Domaines: Gestion et management

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, 2011, 20 (1), pp.37-47. ⟨10.1108/10610421111108003⟩. ⟨hal-02180696⟩