Attachment to Entrepreneur Brands: How the Entrepreneur Implements the Fronting Behavior

DOI

10.2991/ssemse-15.2015.546How to use a DOI?

Keywords

Consumer-Entrepreneur; Brand Attachment; Brand Endorsement; Fronting Behavior

Abstract

This study examines the impact that consumer-entrepreneur brand attachment has on opinions of entrepreneurs as endorsers of their companies. To test the hypothesis, we conducted a 2 x 2 factorial design manipulated attachment strength to the entrepreneur and fronting situation. Results found entrepreneur brand attachment significantly affects consumers’ opinions of entrepreneurs, with no significant effect for fronting situation. Findings suggest that when consumers feel attached to a entrepreneur and view that whether positive or negative fronting behaviors, their opinions of the entrepreneur tend to remain positive. The results imply that entrepreneur brands and their top team would benefit from understanding relational and situational factors that trigger consumers’ feelings of attachment.

Copyright

© 2015, 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  - Y. F. Yu
AU  - H. C. Wang
AU  - K. Li
PY  - 2015/11
DA  - 2015/11
TI  - Attachment to Entrepreneur Brands: How the Entrepreneur Implements the Fronting Behavior
BT  - Proceedings of the 2015 International Conference on Social Science, Education Management and Sports Education
PB  - Atlantis Press
SP  - 2142
EP  - 2146
SN  - 2352-5398
UR  - https://doi.org/10.2991/ssemse-15.2015.546
DO  - 10.2991/ssemse-15.2015.546
ID  - Yu2015/11
ER  -