Brand Attachment in Consumer- Brand Relationship

Subject Areas : Business Strategy

Nahid Reihani ¹ , Mohamad- Ali Abdolvand ² , kambiz Heidarzadeh ³ , Mohsen Khounsiavash ⁴

1 - Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
4 - Department of Management and Accounting, Qazvin Islamic Azad University, Qazvin, Iran

Received: 2018-12-31 Accepted : 2019-03-16 Published : 2019-04-01

Keywords: Brand Love, Brand Attachment, Consumer, Brand Experience, Brand Relationship,

Abstract :

In this research, researchers deal with the study of the antecedents and consequences model of the brand attachment in the form of CBR. In this study, consumer-brand relationships are divided into two kinds: communal and exchange ones. The statistical society totally consists of 864 students of the marketing in Tehran City. The available relationships in the model are separately examined by using the structural equations modelling (AMOS 5.0) within each group in order to test the model and hypothesis. The results of the research show that the variables including brand experience, brand love, commitment, trust, in the communal group play a more effective role than the others in producing the brand attachment, also the variables such as brand reliability, brand satisfaction in the exchange group are among the fundamental ones for developing the brand attachment. This study is the first attempt to identify the importance of relationships aspects in young adult consumer. The current study extends branding literature by shedding lights on the roles of communal/exchange relationships factors in brand management, which also help brand managers.