Brand Attachment, Customer Trust, and Brand Loyalty--Model

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

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A study on correlation between media engagement and brand attachment, brand loyalty in an digital environment: Hierarchical Mediated regression analysis of Brand Relations Affect

The Journal of the Korean Institute of Information and Communication Engineering ◽

10.6109/jkiice.2015.19.12.3003 ◽

2015 ◽

Vol 19 (12) ◽

pp. 3003-3010

Author(s):

Mi-ae Choo

Keyword(s):

Regression Analysis ◽

Brand Loyalty ◽

Digital Environment ◽

Brand Attachment

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Brand attachment and oppositional loyalty: The moderating role of moral identity

Social Behavior and Personality An International Journal ◽

10.2224/sbp.10804 ◽

2021 ◽

Vol 49 (10) ◽

pp. 1-18

Author(s):

Guo Cheng ◽

Weiping Yu

Keyword(s):

Brand Loyalty ◽

Moral Identity ◽

Customer Relationships ◽

Dimensional Structure ◽

Brand Attachment ◽

Corporate Managers ◽

The Impact ◽

Positive Effect ◽

Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

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The Effects of Human Brand Attractiveness on Human Brand Trust, Human Brand Attachment, and Human Brand Loyalty

The Korean Logistics Research Association ◽

10.17825/klr.2021.31.5.57 ◽

2021 ◽

Vol 31 (5) ◽

pp. 57-70

Author(s):

Yang Yu ◽

Jung-Hee Kim

Keyword(s):

Brand Loyalty ◽

Brand Trust ◽

Brand Attachment ◽

Brand Attractiveness

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Brand experience and brand loyalty: is it a matter of emotions?

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-11-2019-0669 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Rania B. Mostafa ◽

Tamara Kasamani

Keyword(s):

Relationship Marketing ◽

Brand Loyalty ◽

Design Methodology ◽

Mediation Effect ◽

Brand Experience ◽

Experiential Marketing ◽

Brand Attachment ◽

Content Type ◽

The Impact ◽

Practical Implications

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

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