Role Of Brand Attachment Research Articles

Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship

Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

PurposeThis study aims to extend research in marketing on two important relational constructs, customer satisfaction and brand attachment, by comparing their long-term effects on customer behaviors with different levels of performance difficulty in a relatively understudied domain of durable products.Design/methodology/approachUsing a two-stage quantitative study with US customers from five durable product categories, the authors first explored the hierarchy of customers’ loyalty behaviors based on increasing effort in a pretest study (N = 675). Then, the authors tested the effectiveness of satisfaction and brand attachment for customers’ loyalty behaviors over a nine-month period in a longitudinal study (N = 2,284) with customers from the same product categories.FindingsCompared to satisfaction, brand attachment emerges as a stronger long-term predictor of customer behaviors. The performance difficulty of customer behaviors positively moderates the impact of brand attachment and negatively moderates the impact of customer satisfaction. Brand attachment is particularly effective in predicting difficult-to-perform customer behaviors, which require customers to expend resources such as time and money. Customer satisfaction is mainly effective for predicting easy-to-perform behaviors, but its long-term impact is significantly lower for easy-to-perform behaviors than brand attachment.Research limitations/implicationsThe use of consumer durables in the study and samples from only one country restricts the generalizability of the findings.Practical implicationsThe complementary roles of customer satisfaction and brand attachment are highlighted. Only satisfying customers is not enough to engage customers in behaviors that require resources such as money, time and energy for the brand.Originality/valueA comparative study on the long-term effectiveness of two established relational metrics in explaining different customer behaviors varying in their performance difficulty in an understudied domain of durable products.

The role of brand attachment during the pandemic period: sports brands

The role of brand attachment during the pandemic period: sports brands

Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment

PurposeThe purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study.Design/methodology/approachOnline survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). Structural equation model multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable.FindingsOnline loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold across the two different cultures.Research limitations/implicationsThe findings confirm the validity of applying the theory of cognitive dissonance to explain multichannel shopping behaviours. The authors did not find culture that affects the relationships in the model; however, the validity of these findings should be tested considering other cultural variables different from nationality.Practical implicationsMultichannel retailers should focus on building trust and attachment towards the brand if they want to get online and offline loyalty. The efforts to build stronger bonds between the customer and the retail brand translate into higher loyalty, particularly towards the offline channels.Originality/valueThis paper extends the literature on the interactions between online and offline behaviour by focussing on the power of the brand to build strong customer bonds. The model considers the role of brand attachment together with brand trust in offline and online loyalty simultaneously.

Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands

Few studies have examined the relationships between brands and consumers in the context of counterfeiting. In this context, this research aims to explore how the attachment of a consumer with a luxury brand can affect her/his decision to buy counterfeits, and how this relates to her/his public self-consciousness. Two survey based studies were conducted among potential counterfeit buyers in Brazil. A sample of middle-class female fashion shoppers from Brazil was used to test the hypotheses in study 1 (n=532) and study 2 (n=276). Innovatively, this research provides convincing implications for the need to differentiate counterfeiting theory between emerging and developed economies. Evidence of the positive impact of actual self-congruence and ideal self-congruence on brand attachment to luxury brands in emerging economies is provided. The role of brand attachment is in contrast to findings reported in other emerging economies. Interestingly, the results demonstrate that the purchase of counterfeits is a more hedonic process compared to the purchase of originals (study 1). The effect of brand attachment on the willingness to buy counterfeits may vary according to how attachment is measured (study 2). Yet, brand attachment has a consistent positive effect on intentions to purchase originals. Producing increments in the emotional brand attachment level can reduce the behavioural intentions of purchasing counterfeits. Hence, the findings suggest that the creation of emotional links with brands can be an appropriate strategy to reduce counterfeiting.

The Study of the Consumers’ Attitudes toward Fashion Counterfeit and Brand Equity -Focusing on mediate Role of Brand Attachment-

The Study of the Consumers’ Attitudes toward Fashion Counterfeit and Brand Equity -Focusing on mediate Role of Brand Attachment-