A comparative analysis between brand attachment and similar constructs like brand attitude

DOI

10.2991/erse.2013.80How to use a DOI?

Keywords

brand attachment; brand involvement; brand attitude; brand preference; hierarchical relation

Abstract

This research conducts a comprehensive comparison between brand attachment and similar constructs, by which we confirm that brand attachment can be an independent construct from an indirect perspective. In the process of comparison, we found that these similar constructs representing different responses from consumers to brands exist a hierarchical relationship with different levels. Brand attachment is at the top of this hierarchy, which means it can predicts other consumer-brand responses, such as brand preference and brand commitment. We argue that the progression from brand involvement to brand attachment in this hierarchy is a reflection of consumer-brand relationship development.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xin ting Ren
AU  - Fang yi Shen
AU  - Xiao fen Ji
PY  - 2013/08
DA  - 2013/08
TI  - A comparative analysis between brand attachment and similar constructs like brand attitude
BT  - Proceedings of the 2013 International Conference on Educational Research and Sports Education (ERSE 2013)
PB  - Atlantis Press
SP  - 285
EP  - 288
SN  - 1951-6851
UR  - https://doi.org/10.2991/erse.2013.80
DO  - 10.2991/erse.2013.80
ID  - Ren2013/08
ER  -