How to develop brand attachment in various product categories?

Abstract

PurposeThe purpose of this paper is to identify the best interactions between sales promotion and advertisement plans as the resources of the brand attachment and its consequences in durable and fast-moving consumer goods.Design/methodology/approachThe mixed methods research in the form of qualitative approach, using a phenomenological method and quantitative approach, using three experimental studies of factorial design types and a structural equation modeling method, have been used in this research.FindingsThe fit of plans to achieve the brand attachment is similar in both product categories. The financial gift, with the ability of liquidity and variety of shopping, fits with the advertisement messages at a high construal level and high argument strength. However, the financial gift, with the ability of purchase from particular stores, fits with the advertisement messages at the low construal level and high argument strength. Moreover, in both product categories, the brand attachment leads to the emotional and cognitive consequences.Originality/valueThis research provides experimental support with actual experiences to create a fit in marketing communication plans in order to achieve a lasting and strong relationship. Therefore, this paper offers a valuable insight relating to financial gifts and advertisement messages and their effects on consumers’ behavior. It can also be used by other managers and researchers to assess their communication options.