Relationship between emotional attachment and attitudinal loyalty: Evidence from the dairy industry (original) (raw)

Role of Consumers Emotional Attachment towards Brands

PSYCHOLOGY AND EDUCATION (2021) 58(2): 9925-9935, 2021

This study aims to explore the relationship between attachment, cognitive memory and purchasing situation of the brand. The brand quickly shifted from the conventional approach to this brand's relation. The relationships are focused on the brand's psychological consumer culture or the connection between a person and its favorite brands. More particularly, the study objective is to understand the attachment and outcomes of such an emotional relationship wherein the consumers feel proud to be in a relationship with his/her brand. It also understands exposure to the affective and cognitive antecedents and consequences that have influenced Brand loyalty and premium. This paper's concept is based on a brief literature review about consumers' emotional attachment towards the brand. Additionally, this study develops into mediating roles of the purchase situation. To this end, a survey entailing a sample of N=220 consumers living in Chennai, India. The surveyed employed mediation analysis techniques to assess a hypothesis size relationship between variables. This empirical data was analyzed and interpreted with Structural Equation Modeling (SEM) using an AMOS 24.0. The results delineate that there is a positive relationshipbetween consumer emotional attachments to brands.A connection among consumer emotional factors such as loyalty, price premium and purchase situation was also partially mediated between affective and cognitive factors. One focal factor would be to measure consumer emotional attachment's strength towards the brand in terms of loyalty. KEYWORDS:Consumer, Emotional Attachment, Affective, Cognitive, Brand Loyalty, Price Premium, Purchase Situation.

Brand Emotional Connection and Loyalty, Journal of Brand Management

is Professor of Marketing at the University of Aveiro and a researcher in the GOVCOPP and SOCIUS research center. Her current research interests include consumer-brand relationship, online environment and purchase, tourism experience, and corporate social responsibility issues. Her papers were published in a variety of peer reviewed journals and at well reputed international conferences. She has acted as a reviewer for several international journals and conferences. She has participated in several research projects funded by the EU and FCT (Foundation for Science and Technology).

Examining brand loyalty from an attachment theory perspective

Marketing Intelligence & Planning, 2020

PurposeThis study aimed to ascertain the relationship between experiential value, brand attachment and brand loyalty. The authors employed the attachment theory as the theoretical framework and operationalised attachment as a two-dimensional construct: identity-based and bonding-based. The authors argue that experiential value reinforces customer attachment in these two perspectives of attachment and consequently determine brand loyalty.Design/methodology/approachThe authors used a survey research design and collected data from 500 customers of mobile telecommunication network companies in Ghana. The authors analysed the data collected using the partial least squares approach to structural equation modeling.FindingsThe findings of the study showed that there is a relationship between experiential value, brand attachment (identity-based and bonding-based) and brand loyalty. This study showed how experiential value reinforces each dimension of the attachment theory, and drives brand l...

Emotional Brand Attachment: A Factor Enhancing Customer-Bank Relationships

International Journal of Engineering and Technology(UAE), 2018

The rapid development of business, forcing the banking sector to be able to compete by generating competitive advantage. One way to maintain the existence of a company is to create an emotional attachment with their customers. With these attachments will have an impact on loyalty so as to generate profits for the company. The purpose of this paper is to analyze the effect of trust and involvement toward emotional attachment and bank loyalty. The research was conducted quantitatively with causal and descriptive research design. The amounts of sample are 240 participants. The data analysis technique used is the analysis of Partial Least Square (PLS). The results showed that all dimensions of trust and involvement affect significantly positive toward emotional attachment and bank loyalty.

INFLUENCE OF MODERATING VARIABLES ON ATTACHMENT, BRAND TRUST AND LOYALTY RELATIONSHIP

Brands play important role as one of the important intangible assets of the companies. In this case, brands are the interface between consumers and the companies, and consumers may develop trust, attachment, involvement and loyalty. The purpose of this study is to investigate the influence of brand trust and attachment on behavioural loyalty and attitudinal loyalty, and the moderating effects of age, gender, and involvement factors in the above relationships. Sri Lankan milk powder consumers were selected to test in the fast moving consumer goods category as the relational exchange context for this research. Data were collected using self administrated questionnaire through convenient sampling technique from 296 participants. The findings indicate that brand trust and attachment influence on both behavioural loyalty and attitudinal loyalty, in addition to that gender, age and involvement moderate the above influence.

The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands

Journal of Consumer Psychology, 2005

Extant research suggests that consumers can become emotionally attached to consumption objects, including brands. However, a scale to measure the strength of consumers' emotional attachments to brands has yet to be devised. We develop such a scale in Studies 1 and 2. Study 3 validates the scale's internal consistency and dimensional structure. Study 4 examines its convergent validity with respect to four behavioral indicators of attachments. Study 5 demonstrates discriminant validity, showing that the scale is differentiated from measures of satisfaction, involvement, and brand attitudes. That study also examines the scale's predictive validity, showing that it is positively associated with indicators of both commitment and investment. The limitations of the scale and the boundary conditions of its applicability are also discussed.

Emotional brand attachment: a factor in customer-bank relationships

Purpose -The purpose of this paper is to evaluate the relationship between customers' emotional attachment toward bank service providers and bank loyalty. In particular, the study examines the impact of the emotional attachment factor while treating established effecting variables by employing a new conceptual framework that integrates these variables. Design/methodology/approach -The study employs data collected from a survey involving 436 participants. The study employs Exploratory Factor Analysis and Confirmatory Factor Analysis methods following a path analysis method and structural equation modeling for testing research hypotheses.

Attachment–aversion (AA) model of customer–brand relationships

Journal of Consumer Psychology, 2013

The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.

Beyond attitudes: attachment and consumer behavior

Seoul Journal of Business, 2006

Although attachment theorists have examined the attachment concept in diverse relationship contexts (romantic relationship, kinship, and friendship, etc.), the nomological network of the construct has not been fully delineated. The purpose of the present paper is to develop this nomological network. We define brand attachment as the strength of the cognitive and emotional bond connecting the brand with the self. This definition involves two unique and essential elements: (1) connectedness between the brand and the self and (2) a cognitive and emotional bond, the strength of which evokes a readiness to allocate one's processing resources toward a brand. We examined factors that create brand attachment, the effects of brand attachment on higher order