THE EFFECT OF BRAND ATTRACTIVENESS ON BRAND ATTACHMENT: THE MODERATING ROLE OF FLOW EXPERIENCE

2019 ◽  
Vol 2019 ◽  
pp. 427-427
Author(s):  
Xiaolei Yu ◽  
◽  
Kyunghoon Kim ◽  
Shuman Wang ◽  
Chunlin Yuan ◽  
...  
Keyword(s):  
Flow Experience ◽  
Brand Attachment ◽  
Brand Attractiveness ◽  
Moderating Role

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

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.

scholarly journals Self-Enhancement Driven First-Class Airline Travelers’ Behavior: The Moderating Role of Third-Party Certification

2019 ◽  
Vol 11 (12) ◽  
pp. 3285 ◽  
Author(s):  
Jinkyung Jenny Kim ◽  
Kwangyong Kim ◽  
Jinsoo Hwang
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Group Analysis ◽  
Well Being ◽  
Third Party ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Multiple Group ◽  
Moderating Role

This study was designed with a focus on self-enhancement by flying in first class to understand the intricate associations in the formation of well-being, brand attachment, and word-of-mouth. In addition, this study aimed to examine the moderating effect of third-party certification among consequent variables. For this, data were collected from 199 first-class airline travelers. A quantitative method that was comprised of structural equation modeling and multiple-group analysis wasused to test the research hypotheses. Our findings revealed that both achievement and power were significant drivers of well-being perception of first-class airline travelers and their perceived well-being contributed to building positive brand attachment and word-of-mouth. The association between brand attachment and word-of-mouth was also statistically supported. Furthermore, the moderating role of third-party certification was identified in the causal relationship between well-being perception and brand attachment. Implications were discussed along with diverse approaches for customized and exclusive offerings such as butler services pre- and post-flights or during transit at airports, and mini stretching sessions in flights to improve self-enhancement during the whole journey of a first-class experience.

The Impact of Image Congruence on Brand Attachment and Loyalty : The Moderating Role of Product Type

2015 ◽  
Vol 4 (1) ◽  
pp. 43-76 ◽  
Author(s):  
Seeun Kim ◽  
◽  
Chae Mi Lim ◽  
Tae Hyun Baek ◽  
Youn-Kyung Kim
Keyword(s):  
Product Type ◽  
Brand Attachment ◽  
Image Congruence ◽  
The Impact ◽  
Moderating Role
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