Consumer Emotional Attachments to the Brand: Prerequisites and Outcomes

Subject Areas : Jounal of Marketing Management

B. Kheiry ¹ , M. Samei Nasr ² , M. Azimpour Khujin ³

1 - استادیار وعضو هیأت علمی دانشگاه آزاد اسلامی، واحد تهران مرکز، تهران، ایران
2 - استادیار وعضو هیأت علمی دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران، ایران
3 - دانش آموخته مقطع کارشناسی ارشد رشته مدیریت بازرگانی گرایش بازرگانی بین الملل، دانشگاه آزاد اسلامی، واحد علوم تحقیقات، تهران، ایران

Received: 2013-12-01 Accepted : 2013-12-01 Published : 2013-11-22

Keywords: Consumer brand attachment, brand experience, Attitude, Satisfaction, Brand knowledge, Brand Loyalty, Word of Mouth, Willing to pay extra,

Abstract :

Research Objective: This research aims to investigating the factors that influence consumer’s emotional attachment to the brands and results of this relationship for the companies. Design/methodology/approach: A questionnaire-based survey was used to test the hypotheses based on the proposed theoretical model. This paper is based on confirmatory studies that provide a model that explains the relationship between consumer's emotional attachment, prerequisitesand outcomes. A Structural equation modeling is used to assess the hypothetical links. Findings: The findings of the structural model confirm the majority of the hypothesized Relationships. It is found that consumer’s emotional attachment affected by brand experience and brand attitudes. In contrast, consumer’s satisfaction and brand knowledge have no significant impact on emotional attachment to the brands. Also, emotional attachment to the Brand is considered as an important input to brand loyalty, W.O.M and willing to pay extra prices for brand. Research limitations/implications: Limitations of this study include use of a student sample. Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Findings of this study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It is recommended that practitioners use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it.