Brand Attachment Research Articles

The impact of extended product fit on brand loyalty: The road to durability and success for long-established enterprise

In the face of the decline of time-honored brands, activating time-honored brands by means of product extension is an effective guarantee for the long-term development of time-honored brands and an important way for them to achieve lasting success. In this paper, Ye Chun Tea House is taken as the parent brand. Through consumer testing sashimi buns and hamburger are identified as two extension products with significant differentiation degree of perceived fit with the parent brand. Student’s t test and multiple regression analysis were used to explore the positive or negative impact of extension products with different perceived fit on brand, as well as the effect of perceived fit on brand attachment and brand loyalty. The cross-multiplicative model is used to discuss the strength of the above influence in different gender, age and income consumer groups. The empirical analysis and research conclusions of this paper focus on two aspects: first, extension products with high perceived fit improve brand loyalty, while extension products with low perceived fit reduce brand loyalty. Second, for extension products with high perceived fit, perceived fit positively affects brand loyalty. Brand attachment plays a mediating role between perceived fit and brand loyalty. Age had a negative moderating effect on perceived fit and brand attachment, perceived fit and brand loyalty, while income level only had a positive moderating effect on cultural fit and brand attachment, cultural fit and brand loyalty. Based on the research conclusions, this paper provides policy-making advice for government departments in four aspects: research and development of new products, optimization of financing services, loose loan policies and construction of omni-channel marketing platform.

The Effect of Brand Rituals on Brand Attachment

With consumption upgrading, consumers are placing higher demands on the consumption process. A brand ritual is a ritualized interactive behaviour between consumers and a brand. The brand communication attributes of ritual and consumers’ enthusiasm for the ritual have prompted companies to use ritual elements to form emotional ties with consumers. Brand attachment is the cognitive and emotional bond that connects the brand to the consumer's ego. The brand ritual has a positive influence on brand attachment. The psychological contract reveals how brand rituals act on brand attachment. Consumers establish a transactional psychological contract with the brand based on the functional value of the product acquired and establish a relational psychological contract with the brand during the interaction of the brand ritual. Establishing a psychological contract further strengthens the emotional relationship between the consumer and the brand.

Increasing Sales Through Social Media Marketing: The Role of Customer Brand Attachment, Brand Trust, and Brand Equity

This study examined the impact of social media marketing on online purchase intention, with brand attachment, brand trust, and brand equity acting as mediating factors. The problem addressed in this research is the lack of understanding regarding the reasons for low adoption of online shopping in Iran despite the increasing popularity of the internet, and the originality lies in exploring the factors and proposing and testing a conceptual model that influence Iranian customers’ decision to buy online. To conduct an empirical case study, we selected Digikala, the largest online two-sided marketplace platform in Iran. To gather data from a representative sample of Digikala customers, a simple random sampling method was utilized. An online survey questionnaire was administered to 363 participants, ensuring a diverse range of respondents were included in the study. A partial least squares method was used to analyze the data using the structural equation modelling (SEM) method by SmartPLS software. The results of the research study demonstrated that social media marketing creates positive changes in brand equity, customer attachment to the brand, brand trust, and online purchase intent over time. Online purchase intention, brand trust, and customer brand attachment were positively influenced by brand equity. The level of customer brand attachment affected brand trust and online purchase intent in a positive way. An increase in brand trust led to a significant increase in online purchase intentions. An online purchase intention, customer brand attachment, and brand trust of a brand were influenced positively by brand equity during social media marketing. Social media marketing impacted online purchase intentions positively and significantly through customer brand attachment. Social media marketing improved online purchase intentions when brand trust is positive and significant. Several factors contributed to the effect of social media marketing on online purchase intentions, including brand trust. This leads us to conclude that social media marketing enhances online purchase intent through the creation of brand attachments, brand trust, and brand equity among customers.

The impact of touchpoints on customer engagement: the mediating role of relationship quality and brand attachment

The impact of touchpoints on customer engagement: the mediating role of relationship quality and brand attachment

Personalisation and the purchase intention of consumer in omnichannel retailing: the mediating role of hedonic motivation and brand attachment

Personalisation and the purchase intention of consumer in omnichannel retailing: the mediating role of hedonic motivation and brand attachment

Brand resonance: an empirical analysis of mobile users in global marketplace

Marketers' leading with challenges in building a solid brand is to ensure that customers should have relevant experiences with the products and services along with their promotional marketing programs. The present study aims to analyse the gradual improvement of brand resonance parameters. The study additionally distinguishes the intervention act of brand indulgence and brand community in the brand resonance model. To accomplish the aims of this study, the information gathered from the respondents through an organised poll and data scrutiny was done with the assistance of SPSS - 21 and AMOS - 21. The structural equation modelling analysis ensured the gradual improvement of brand resonance parameters. The study also reveals that the intervention of the brand attachment and brand community plays a significant role in the improvement of brand resonance parameters. The finding of this study presents significant implications to the theory of branding.

The effects of social support and social media influencers’ credibility on emotional brand attachment: The mediating roles of trust in multichannel

This study investigates the impacts of various nonbrand-owned digital touchpoints for restaurant brands, which are social support and credible influencer on trust in multichannel. The influence of trust in multichannel towards emotional brand attachment coupled with its mediating influences on domain correlations are explored. This study integrates social support theory and trust transfer theory to evaluate the links among constructs. This study also utilizes a structured survey from a sample of 446 individuals in Klang Valley area of Malaysia. The results indicate that informational support and influencer credibility influence trust in multichannel while trust in multichannel influences emotional brand attachment. Trust in various channels also plays several important mediating roles in predicting emotional brand attachment. Apart from contributing to theoretical advances, this study has important practical implications for practitioners to establish more effective marketing strategies.

The Impact of Digital Influencers on Attitude Towards Brand, Purchase Intention, and Brand Attachment

The purpose of this research is to discover if there are any links between digital influencers and three main marketing concepts: attitude towards brand, brand attachment, and purchase intention. The research focused on relationship between the perception of digital influencers and their impact on attitude towards brand, brand attachment, and purchase intention. The result showed significant relationship between credibility and attitude towards brand. Also showed significant relation between familiarity and attitude towards brand but showed insignificant between similarity and attitude towards brand. Likewise, it showed significant relationship between similarity and brand attachment. Also showed significant between familiarity and brand attachment but showed insignificant between credibility and brand attachment. And lastly it showed significant between purchase intention and familiarity. Correspondingly, it showed insignificant between credibility and purchase intention, also showed insignificant between similarity and purchase intention.

Antecedents and Consequences of Brand Attachment

The purpose of this research was to analyze the effect of Usability, Security / Privacy, Interactivity and Brand Attachment have a positive effect on WOM. The sampling technique in this research used "purposive sampling" with the respondent criteria being individuals who are users of the m banking applicationlication. This research uses primary data obtained through questionnaires distributed to 208 respondents. The results of this research indicate that there is a positive effect Usability, Security / Privacy, Interactivity and Brand Attachment have a positive effect on WOM, a positive effect also has a positive effect Usability, Security / Privacy, Interactivity has an effect on Brand Attachment.

Sport Brand Authenticity: Scale Development and Validation

PURPOSE This study aimed to identify the dimensions of sport brand authenticity and to develop a valid and reliable scale for measuring such dimensions. METHODS Along with a sequential mixed method design, qualitative researches were conducted (a literature review on brand authenticity and the inherent value of sport, 5 one-to-one expert interviews, and a Delphi survey of 10 researchers). Based on the qualitative research results, an EFA (n=304), 2 times CFA (1st: n=304, 2nd: n=311), and correlation analysis using the other scale (brand relationship quality, brand attachment, brand credibility) were conducted to test reliability, construct validity, and criterion-related validity. RESULTS In the qualitative research results, 8 dimensions with 36 items were extracted; however 6 dimensions (originality, connectedness, legitimacy, authority, sport spirit, and expertise) with 28 items were identified as appropriate structures from EFA and CFA, and the relations between all the dimensions and other scales related to consumer attitude were statistically significant in the correlation analysis. CONCLUSIONS The findings suggest that the scale in this study could provide a new and specific perspective on sport brand authenticity, which is constructed using a general aspect and a sport specific aspect, and an understanding of the concept of sport brand authenticity in other sport industries.

MZ세대 방문객의 지역축제 브랜드 경험이 브랜드 애착, 만족, 재방문 의도에 미치는 영향 : 안동 국제 탈춤 축제를 중심으로

The purpose of this study is to investigate the impact of festival brand experience on festival brand attachment, satisfaction, and revisit intention. The proposed research model was derived based on the previous literature. Utilizing the data collected from 249 Generation M and Z festival visitors, the proposed research model was tested. Simple descriptive statistics, confirmatory factor analysis, and structural equation modeling were employed to test the proposed research model. The results of this study revealed that affective, intellectual, and behavioral festival brand experiences were significant predictors of festival brand attachment. While intellectual and behavioral festival brand experiences have significant impact on festival satisfaction. Moreover, festival brand attachment and satisfaction exert positive effects on revisit intention. The findings of this study will help festival planners to develop effective festival brand experience strategies for Generational M and Z visitors.

PENGARUH BRAND ATTACHMENT TERHADAP REPURCHASE INTENTION PADA KOPI KENANGAN DENGAN BRAND COMMITMENT DAN BRAND LOYALTY SEBAGAI VARIABEL INTERVENING

Kopi Kenangan became the first Foods and Beverages Retail Unicorn from Southeast Asia, during the COVID-19 pandemic, the company learned to quickly adapt to changing business environments and challenges by implementing new strategies, so as to be able to serve 40 million cups of coffee in the last 12 months. This study aims to determine whether Brand Attachment through Brand Commitment and Brand Loyalty has an effect on Repurchase Intention of Kopi Kenangan. The research method is quantitative with the independent variable is Brand Attachment, the intervening variables are Brand Commitment and Brand Loyalty, and the dependent variable is Repurchase Intention. The population in this study were Kopi Kenangan consumers with a sample of 200 respondents. Data collection was carried out using a questionnaire which was distributed using a Google form. Data processing uses the SEM method by utilizing the SmartPLS application which consists of outer model analysis, inner model analysis and hypothesis testing. The results showed that Brand Attachment through Brand Commitment and Brand Loyalty indirectly affected Repurchase Intention on Kopi Kenangan, but Brand Attachment directly did not affect affected Repurchase Intention on Kopi Kenangan.

Analyzing the Influence of Korean Celebrities as Brand Ambassadors toward Customer Loyalty in Indonesia

K-Wave, also known as Hallyu, has taken over Indonesia, particularly among millennials. It is getting more challenging to find luxury brands that do not hire K-pop stars or Korean celebrities as their global ambassadors. Due to their promising engagement, several brands in Indonesia are currently courting Korean celebrities to become brand ambassadors. It is important to note that customers may be aware that the artist may not use products from all of the brands. Consequently, brands in Indonesia continue to employ Korean celebrities as brand ambassadors. Developing strong brand loyalty is one strategy to achieve success in a market that is saturated with competitors and where the costs of switching from one seller to another are very low. To cultivate consumer loyalty, brands should give opportunities for consumers to engage in activities they enjoy. Young Indonesians were attracted to K-pop because it gave them a sense of escape and community. Whether through personality congruence between the company and the celebrity or through fan engagement, leveraging Korean celebrities to create customer loyalty for brands in Indonesia. This research mostly employs quantitative methods to collect data. A questionnaire-based online survey will serve as the research tool. Respondents were offered a series of questions requiring multiple-choice, likert-scale, and short-answer responses. The survey was made accessible to respondents via multiple online platforms. Due to the widespread circulation of survey links via the internet, a screening question was necessary to validate that respondents are qualified to finish the survey. The screening questions determined whether or not respondents had purchased products or services from the brand whose brand ambassadors are Korean celebrities. In order for their future survey response to be valid, the requirement must be met. According to the data analysis results, personality congruence and fan engagement have a significant impact on strengthening customer brand loyalty through brand attachment and brand love. The majority of respondents believe that Korean celebrities are attractive and that purchasing their endorsed products is a sort of support for them. The results of this study also indicated that the type of items purchased had no effect on consumer loyalty. Therefore, brands in Indonesia are not required to develop a marketing strategy that is especially targeted to their products. Implementing brand matching and gamification techniques, as well as developing an exclusive ecosystem for their products, are a few things Indonesian companies should do if they want to maximize the impact of Korean celebrities as brand ambassadors.

Understanding the driver of customer purchase decision : The role of customer engagement and brand attachment in Batik Products

Engagement has been recognized as one of the most influential aspects of an organization or company. It originally emerged as a concept in the organizational behavior and human resource management literature, as it is known to predict individual commitment, extra-role behavior, and other positive outcomes in organizations. The purpose of this study is to understand the influence of customer engagement and brand attachment in increasing purchase decision of customers. This study is using quantitative approach, with the population of customers of batik products in Sleman and Bantul, two regencies in Yogyakarta, Indonesia. The total number of samples is 115 respondents, which is selected using purposive sampling method. The data is collected through distributing questionnaire using online platforms, which is then analyzed using descriptive analysis and path analysis. The results indicate that customer engagement has an influence on brand attachment, brand attachment has an influence on purchase decision, and that brand attachment mediates the influence of customer engagement on purchase behavior.

Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective.

The influence mechanism for brand experience in virtual sports brand communities is the subject of many studies, but these studies do not feature a holistic consideration of antecedents and consequences, and the moderating role of brand attachment is unclear. Drawing on the value co-creation theory, this study determines the impact of brand experience and its mechanism using the data from 508 virtual sports brand communities. The empirical test results show that value co-creation (i.e., corporate-initiated value co-creation and customer-initiated value co-creation) has a positive effect on the brand experience and that the brand experience has a positive effect on the purchase intention. Brand attachment does not have a moderating role between brand experience and purchase intention so as the degree of brand attachment increases, the brand experience does not increase the purchase intention through a brand attachment. This study determines the antecedents and consequences of brand experience in virtual sports brand communities from a value co-creation perspective, to determine the impact and mechanisms of virtual sports brand communities to guide the marketing practices of virtual sports brand communities.

Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: The roles of self-congruity

ABSTRACT The purpose of this study is to examine the effects of avoidance of similarity, self-congruity, and brand attachment on Generation X’s sportswear brand loyalty. This study also examines whether self-congruity plays a role in the relationship between avoidance of similarity and brand attachment. A total of 368 valid data were used in this study and collected from Generation X participants. The hypotheses were tested using Structural Equation Modeling with the AMOS 22.0. The findings show that avoidance of similarity influences self-congruity, self-congruity influences brand attachment, avoidance of similarity influences brand attachment, and brand attachment directly influences brand loyalty. In addition, Self-congruity was found to partially mediate the relationship between avoidance of similarity and brand attachment. This study adds to the growing body of knowledge about avoidance of similarity and self-congruity as important drivers of brand attachment and brand loyalty.

Encouraging brand attachment on consumer behaviour: Pet-friendly tourism segment

Encouraging brand attachment on consumer behaviour: Pet-friendly tourism segment

Customer brand co-creation behavior and brand sincerity through CSR interactivity: The role of psychological implications in service-dominant logic

Although the CSR literature has examined the effect of CSR on a variety of brand, values and customer attitude, limited attention has been paid to investigate whether, going in for CSR activities can benefit brands to enhance customer brand co-creation, behaviors (CBCB), and the effect of customer’s self-efficacy and emotional brand, attachment on CBCB. To address this research gaps, this study was conducted in the, chain restaurant context considering its increasing efforts to integrate businesses into, CSR issues. This study recruited 468 participants through MTurk, and conducted, SEM to examine the hypothesized relationships. Findings reveal that customers’, perceived CSR interactivity on social media positively influences CBCB and, consequently, brand sincerity; perceived CSR interactivity positively affects CBCB, through self-efficacy and emotional brand attachment, and customers’ psychological implications can be manipulated depending on their sense of power

Crowdsourcing innovation challenges: How participants react when their ideas are rejected

Although crowdsourcing challenges as tools for generating high levels of innovation have received much attention, little research has investigated the impact on participants when their submissions are rejected. This research is aimed at gaining a better understanding of the consequences of rejection for participants' relationships with the brand engaged in the crowdsourcing activity. To investigate these issues, two quantitative studies were carried out with participants whose challenge proposals had not been selected. The results highlight positive effects on participant–brand relationships, especially on brand attachment, proselytism, brand commitment and brand loyalty. A confirmatory, interview‐based qualitative study then identifies managerial perspectives and marketing strategies for brands and crowdsourcing platforms following the announcement of challenge results. This paper contributes to both the co‐creation and crowdsourcing literature by extending academic knowledge and provides opportunities for further research.

When luxury goes digital: does digital marketing moderate multi-level luxury values and consumer luxury brand-related behavior?

The trajectory of digital marketing has proven to be a powerful medium for customer interaction that offers a unique, exclusive, emotional, and multichannel experience. Brands providing the right value and experience at the right time using the right technology are ought to be successful in winning the customers and outperforming competitors, and luxury brands are no exception. Although the consumer psychology of luxury brands delves deep into the consumer’s perception, emotional value, and brand attachment, however, the influx of widespread digitization has changed the way consumers behave and the way the brands engage with the customers. Therefore, this study is an effort to explore the moderating impact of digital marketing on the relationship between the dimensions of luxury value (functional, individual, and social) and consumer luxury brand-related behavior. Following the survey-based data collection approach, a total of 214 workable responses were collected from the consumers of the luxury brands, located in north-eastern and central cities (Rawalpindi, Islamabad, Faisalabad and Lahore) of Pakistan. The research results advocate the significant moderating influence of digital marketing on luxury value and consumer luxury brand-related behavior. Interestingly, the findings also revealed a substantial moderation of digital marketing on the insignificant relationship between the functional value and the consumer luxury brand-related behavior. The study contributes to the literature of digital luxury and consumer luxury brand-related behavior and provides critical insights to the marketers of luxury brands to effectively build brand perceptions while adapting to the digital transformation of luxury brands.