The Infleunce of Brand Value, Brand Trust and Brand Attitude on Brand Attachment

Abstract

Being able to build a relationship with a customer through the brand is a vital necessity for marketing. Established relationships with customers carry benefits for companies such as increased profitability. Previous studies have acknowledged the role brand attachment, brand trust and brand attitude play in the formation of committed behaviour, without observing how brand value, brand trust and brand attitude impact the formation of brand attachment. A further challenge is that the few studies which have attempted to observe the formation of brand attachment have focused on products and omitted the service industry (Grisaffe and Nguyen 2010). The studies which observed the formation of brand attachment focused on aspects such as trust and satisfaction (Esch et al. 2006; Tsai 2011) without a deeper theoretical clarification of how such aspects influence brand attachment. To date, the influence of brand value, brand trust and brand attitude on the formation of brand attachment in the service industry is limited. This paper argues that the observation of the formation of brand attachment is critical firstly because of the role brand attachment plays in the formation of the relationship with the brand and secondly because this study adds to the understanding of the determinants of the brand attachment construct. The objective of this study is therefore to analyse the influence of brand value, brand trust and brand attitude on brand attachment.