Abstract
In today’s post-modern era, brands significantly play an important role in consumer behaviour. This paper aimed at examining how brand trust, brand familiarity and brand experience have an influence on brand attachment using a sample of consumers within the Gauteng Province of South Africa. A quantitative method using Smart PLS was employed to test the relationships among the three hypotheses. A structured questionnaire consisting of validated scales for brand trust, brand familiarity, brand experience and brand attachment was administered to a sample of 181 consumers within the Gauteng province of South Africa. The results of this study showed that brand trust, brand familiarity and brand experience positively influences brand attachment in a significant and direct way. The results of this empirical study provided fruitful implications toacademicians, practitioners as well as policy makers from the perspective of academicians.This study makes a significant contribution to the brand management literature by systematically examiningthe influence of brand trust, brand familiarity and brand experience on brand attachment. On the practitioners’ side, this study therefore submits thatbrand managers for companies in the Gauteng province ought to concentrate on strategies that enhance brand experience because it is likely to yield the desired brand attachment when compared to other research constructs. The results which have been obtained from this study may also be used to generate new policies and revision of the existing policies. Precisely,policies or strategies which exist in numerous organizationsare there in order to make consumers remain attached to certain brands.Moreover, this study vastly add new knowledge to the present body of brand management literature in Africa - a context that is neglected by some academicians in developing countries.
Highlights
Being able to build a relationship with a consumer through the brand is a vital necessity for marketing (Rammile, 2015). Magnoni and Roux (2012) concurs that building and maintaining a strong consumer-brand relationship is of great importance for managers
Brand experience has a stronger impact on brand attachment when compared to brand trust and brand familiarity
This study makes a noteworthy progression in marketing management theory and consumer behavior by methodically examining the interplay between brand trust, brand familiarity and brand experience on brand attachment
Summary
Being able to build a relationship with a consumer through the brand is a vital necessity for marketing (Rammile, 2015). Magnoni and Roux (2012) concurs that building and maintaining a strong consumer-brand relationship is of great importance for managers. Being able to build a relationship with a consumer through the brand is a vital necessity for marketing (Rammile, 2015). Magnoni and Roux (2012) concurs that building and maintaining a strong consumer-brand relationship is of great importance for managers. According to Roustasekehravani and Hamid (2014) having a successful brand will result in more market share and more profitability. From the perspective of a firm, building a strong brand is essential for gaining and establishing a competitive advantage over one’s business rivals (Chang & Liu, 2009). According to Kotler and Armstrong (2010:242) branding allows businesses to sell their products distinctively among competitors. Branding provides the business with distinctive legal protection, such as patents or trademarks, businesses need to conceptualise their brand meaning for consumers to form a relationship with the overall brand (Sokhela, 2015:10)
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