Consumer emotional brand attachment with social media brands and social media brand equity

This research was aimed to examine empirically the offect of emotional brand attachment towards consumer-based brand equity with consumer satisfaction as a mediator. The sample of this analysist is students who consume brand Apple product’s in West Java and use purposive sampling with 150 questionnaire was distributed by researcher directly. The methode of this research is quantitative with descriptive causal as the type of research. The analysist of this research is path analysist with t test as statistical test. The results of this research show that emotional brand attachment was not significant toward consumer-based brand equity directly, emotional brand attachment was positive significant towards consumer-based brand equity through consumer satisfaction. Keywords : emotional brand attachment, consumer satisfaction, consumer-based brand equity

Many people in South Korea are concerned with how other people judge them based on their appearance. The most important thing is whether a person wears at least one luxury brand item or not. This study aims to identify how the brand personality congruity with self-image and emotional attachment toward brands influence Koreans’ loyalties to luxury brands. Within these relationships, the researchers tried to determine the moderating effects of the interdependent and independent self from the theory of self-construal. 398 Korean customers of various ages were recruited. Brand personality and self-image congruity, emotional brand attachment, brand loyalty and independent-self variables all had significant effects. To analyze all the influences within variables and to determine the moderator effect, multiple regression and moderator regression analysis were adapted. The results for multiple regressions on brand personality, self-image congruity and emotional brand attachment as well as the influence on brand loyalty had significant impact. However, the moderating effect of self-construal on the relationship between brand personality and self-image congruity as well as on the relationship between emotional brand attachment and brand loyalty were partially significant. The implication of this research is that brand personality, self-image congruity, people’s emotional brand attachment and self-construal have been identified as new variables in the connections between customers, luxury brands and luxury products.

PurposeThe purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence.Design/methodology/approachData were collected using survey methodology (n = 419), and the hypotheses were tested by using a structural equation modeling (SEM) approach.FindingsFindings reveal that emotional intelligence is positively related external emotional brand connections (i.e. connecting a brand to important people, events and experiences in memory) which, in turn, has a positive influence on emotional brand attachment. Findings also show that emotional brand attachment is positively related to brand purchase intentions and brand attitudes.Research limitations/implicationsThis research shows that both external emotional connections and emotional intelligence are important antecedents of emotional brand attachment, even after controlling for different types of brand use (social and special occasion brand use) and product category. Other control variables, such as brand characteristics, are not examined.Practical implicationsThe findings suggest that brand managers can enhance emotional brand attachment by helping consumers establish external emotional brand connections.Originality/valueThis research addresses a gap in previous research by examining antecedents of emotional brand attachment. The findings showcase that emotional intelligence is an antecedent to external emotional brand connections and emotional brand attachment. This research also goes beyond the loyalty focus of previous research to show that emotional brand attachment has an impact on general purchase intentions and brand attitudes.

Purpose Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence. Design/methodology/approach A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method. Findings The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported. Research limitations/implications Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran, and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers’ brand relationships help brand managers devise effective brand management strategies. Practical implications The managerial implications can guide managers toward enhancing the consumers’ loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices. Originality/value The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty, is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty, is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

ABSTRACTSensation seeking and emotional brand attachment have been studied extensively, but limited research has been conducted on “risky foods.” This study explored how sensation seeking, emotional brand attachment, and risky food consumption varies demographically, and the relationships among those variables. Approximately 300 responses were collected from a restaurant serving “risky” and “nonrisky” foods. Significant differences included that consumption of raw/undercooked fish/eggs was higher in younger groups. Females showed more affection toward emotionally attached restaurants. The hypotheses testing showed the positive relationship from sensation seeking and emotional attachment to risky food consumption. Results offer information about marketing to different demographic groups.

The growth of beauty and personal care products users in Indonesia has been increasing significantly in the past five years, higher than the indutry’s growth globally. This fact shows that cosmetics and skincare business in the country has a positive outlook in the years ahead. The increasing number of beauty clinics brands in the market has led to the more intense competition. Consumers are offered with more options to treat themselves better through personal care and beauty services. In order to survive in today’s competitive industry, customer loyalty becomes a paramount. Literature has shown that customer loyality is formed by many factors such as experience, trust and emotional attachment between the customers and the services providers. This study aimed to investigate the influence of customer experience on customer loyalty towards beauty clinics in Surabaya by examining the aspects of customers’ emotional brand attachment and trust. The results showed that there was a positive and significant effect of customer experience on emotional brand attachment and customer trust, which in turn, leading to a significant and positive effect on customer loyalty.

The first objective of this study is to test the mediating role of emotional brand attachment in the relationship between customers’ perception of corporate social responsibility (CSR) and two types of customer extra-role behavior: customer participation behavior and customer citizenship behavior. The second objective is to examine the moderating effects of customer spirituality on the customer CSR perception–emotional brand attachment relationship and the indirect relationship between customer CSR perception and customer participation/citizenship behavior through emotional brand attachment. We conducted a research survey with 615 South Korean bank customers and performed structural equation modeling to test our hypotheses. Emotional brand attachment partially mediated the relationship between customer CSR perception and customer participation/citizenship behavior. The positive association between customer CSR perception and emotional brand attachment was more pronounced when customer spirituality was high than when it was low. Customer spirituality further moderated the indirect effect of customer CSR perception and customer participation/citizenship behavior through emotional brand attachment. This is one of the first studies to explore the boundary conditions of customer spirituality that strengthen the association between customer CSR perception and customer extra-role behaviors via emotional brand attachment. The study advances customer CSR perception and spirituality research by proposing and testing a moderated mediation model.

This study aims to analyze the factors influencing brand loyalty among users of online shopping platforms in Jakarta. The primary focus of this research is to examine the impact of brand satisfaction, emotional brand attachment, and brand love on brand loyalty.The research employs a quantitative approach with hypothesis testing. Data collection was conducted through an online survey using purposive sampling on 230 respondents who have been using e- commerce applications for at least three months. Variables were measured using a Likert scale of 1–5. Validity testing was carried out using Confirmatory Factor Analysis (CFA) with a factor loading threshold of ≥ 0.35, while reliability testing was conducted using Cronbach’s Alpha with a threshold of ≥ 0.6. The findings indicate that brand satisfaction has a positive and significant influence on emotional brand attachment and brand love. Emotional brand attachment positively affects brand love but does not directly impact brand loyalty. Additionally, brand love is proven to have a positive influence on brand loyalty. These findings suggest that consumer satisfaction can enhance brand loyalty through emotional attachment and brand love. Therefore, marketing strategies that strengthen emotional connections with consumers play a crucial role in building brand loyalty in e-commerce platforms.

Purpose – The purpose of this paper is to evaluate the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. In particular, the study examines the impact of the emotional attachment factor while treating established effecting variables by employing a new conceptual framework that integrates these variables. Design/methodology/approach – The study employs data collected from a survey involving 436 participants. The study employs Exploratory Factor Analysis and Confirmatory Factor Analysis methods following a path analysis method and structural equation modeling for testing research hypotheses. Findings – The empirical results support the claim that the conceptual framework applied in this study better explains the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. Specifically, the findings show a significant, direct and positive relationship between the customer’s emotional attachment and bank loyalty; an indirect positive relationship also exists through the connection of customer satisfaction. The study distinguishes between two integrated pathways consumers possibly follow when making decisions about services: the conscious decision-making process path and the emotional process path. Practical implications – The paper provides managerial and planning implications to bank service providers who seek to achieve excellent performance and a positive brand personality, thus maintaining long-lasting relationships with their customers. Originality/value – The study is among the few empirical works to specifically examine the impact of customers’ emotional attachment on bank loyalty and contributes to the available literature in that it suggests a systematic conceptual framework that evaluates the impact of key factors on bank loyalty.

Prospective students are increasingly using social media to gather information about the higher education institutes (HEIs) while seeking the experiences and recommendations from others to evaluate the HEIs in order to make enrolment decision. Although the electronic word-of-mouth (eWOM) in social media is increasingly adopting in Vietnam, the association of social word-of-mouth (sWOM) in the higher education sector in Vietnam is an under-researched area. Accordingly, using users and gratification theory, this study aims to identify the role of sWOM in developing emotional attachment with the brands. This study has focused to examine the prospective students interaction with sWOM to develop emotional attachment with HEI brands and thus brand choice intention. Based on the survey of a sample of undergraduates in the private institutes in Vietnam, this study develops a framework consisting of sWOM as the independent variable, emotional brand attachment and brand choice intention as dependent variables, and social media interactivity, perceived information usefulness and sWOM credibility as mediating variables. The results were analysed using correlation and regression analysis. Structural Equation Modelling was adopted to measure the model fit of the framework. The results showed that sWOM has a significant impact on emotional brand attachment and brand choice intention in the higher education sector. Social media interactivity, perceived information usefulness and sWOM credibility strengthened the relationship among sWOM and emotional brand attachment. This paper offers a better understanding of how emotional brand attachment with social media affected is by sWOM and thus brand choice intention.

Although brand anthropomorphism has received considerable attentions, research on the relationship between brand anthropomorphism and emotional brand attachment is limited. In hospitality industry context, we conducted three experiments to examine the influence of brand anthropomorphism on emotional brand attachment. It was found that anthropomorphic brand significantly enhances emotional brand attachment. We also demonstrated that the reason why consumers exposed to anthropomorphic brand display greater emotional brand attachment is that their positive affect is activated. Regarding the boundary conditions, we shed lights on social exclusion and brand nostalgia. Consumers who experienced social exclusion reported more positive effect and emotional brand attachment when they were exposed to anthropomorphic brand versus non-anthropomorphic brand. In addition, we found significant moderating effects of brand nostalgia. We observed that the relationships between brand anthropomorphism and positive affect and brand anthropomorphism and emotional brand attachment are stronger for consumers with feelings of brand nostalgia than those not.

This study aims to analyze the influence of Emotional Brand Attachment on customer-based brand equity through the mediating role of brand credibility and customer satisfaction on the 3Second brand in Sukabumi City. The method used is a quantitative approach with Structural Equation Modeling (SEM) analysis techniques to test the relationship between variables. The sample in this study consisted of 128 respondents who are 3Second brand users, determined through a purposive sampling technique. The results show that Emotional Brand Attachment has a significant effect on brand credibility and customer satisfaction . However, Emotional Brand Attachment does not have a direct effect on customer-based brand equity, but rather through customer satisfaction as a mediator. On the other hand, brand credibility does not have a significant effect on customer-based brand equity. These findings confirm that customer satisfaction plays a crucial role in forming strong brand equity. Therefore, companies need to pay attention to the overall consumer experience to increase loyalty and positive perceptions of the brand. This study contributes to the development of consumer-based marketing theory and serves as a practical reference for brand strategy management in the local fashion industry.

This research aims to test the influence of Brand Satisfaction on Brands Loyalty with Emotional Brand Attachment and Brand Love as Intervening Variables. In this study, the population was Millennial Consumers at Clinic Ms Glow Medan. Sample used in this research were 150 respondents, sampling technique using purposive sampling. Data collection uses questionnaires and answers assessed using a Likert scale. Data analysis uses SmartPLS with analysis methods SEM (Structural Equation Modeling). The results of this research show that brand satisfaction, emotional brand attachment, and brand love have a positive and significant effect on brand loyalty. Brand satisfaction has a positive and significant effect on emotional brand attachment. Brand satisfaction has a positive and significant effect on brand love. Emotional brands attachment has a positive and significant effect on brand love. Brand satisfaction has a positive and significant effect on brand loyalty on Millennial Consumers at Clinic Ms Glow Medan mediated by emotional brand attachment. Brand satisfaction has a positive effect and significant impact on brand loyalty on Millennial Consumer at Clinic Ms Glow Medan which is mediated by brand love, in this case it is in the form of complementary mediation.

In today’s digital landscape, brand authenticity significantly shapes consumer-brand relationships, especially among Generation Z (Gen Z)—a cohort born between the mid-1990s and early 2010s, known for digital fluency and demand for meaningful brand engagement. This paper explores perceived brand authenticity as a dependent variable influenced by brand advocacy (independent variable), with brand authenticity acting as a mediator, alongside brand trust, social media engagement, and emotional brand attachment. Brand advocacy, defined as active consumer endorsement, strengthens perceived authenticity when rooted in shared values rather than superficial promotion. Gen Z values genuine recommendations that reflect real experiences and ethical alignment. Brand authenticity mediates the link between advocacy and perception, encompassing transparency, consistency, and sincerity. For Gen Z, brands that embody purpose-driven missions and honest communication are more likely to be seen as authentic. Brand trust reinforces authenticity by validating brand intentions through reliability, ethical conduct, and transparent practices. Gen Z, especially concerned with social issues and privacy, trusts brands that reflect their values. Social media engagement also shapes authenticity by enabling real-time, participatory interaction. Brands that engage openly and responsively on these platforms humanize their identity and gain credibility. Emotional brand attachment further deepens authenticity through affective bonds formed via personalized experiences, shared ideals, and storytelling. These connections embed the brand within the consumer’s self-identity. Together, these interrelated factors illustrate how Gen Z perceives authenticity. Brands must foster sincere advocacy, build trust, engage transparently on social media, and nurture emotional connections to sustain authentic relationships with this critical demographic. Keywords Brand Authenticity, Generation Z, Brand Engagement, Brand Advocacy, Consumer Trust, Emotional Brand Attachment, Social Media Engagement, Market Positioning

To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands. A significant question bearing both theoretical and practical implications, however, is whether emotional brand attachment or brand involvement is more apposite to warrant a luxury brand’s performance and to safeguard the original brand from counterfeits, which remains unanswered. To address this knowledge gap, a survey was conducted. On the basis of an empirical study, this paper reveals that emotional brand attachment is a more prominent influencer than brand involvement to escalate original brand patronage although the effect of brand involvement is also significant. However, while improved brand involvement pushes consumers to patronize counterfeits, higher emotional brand attachment does not result in increased counterfeit patronage. These effects do not vary as a function of previous experience of either originals or counterfeits. Findings of this research contribute to brand literature by presenting empirical evidence of distinct influence of emotional brand attachment over brand involvement, which represents significant practical implications in relation to strategic brand management and anti-counterfeiting strategies.