A Study on the Relationship Path of Impact on Brand Attachment by Cultural Atmosphere

The current study aims to address the triadic relationship among the celebrity endorser, consumer and brand. The objective of this study is to investigate the influence of moderating role of attachment style dimensions on the relationship between the celebrity endorser traits and brand attachment. This study applies associative network theory and attachment theory to build the theoretical framework of the study. Data were gathered using a sample of 484 respondents. AMOS was used to employ structural equation modelling to test the hypotheses of the study. The results of the study reveal that celebrity expertise and trustworthiness are likely to enhance consumer brand attachment, whereas celebrity attractiveness does not lead to building brand attachment. It also discloses that both the dimensions of attachment style, namely anxiety and avoidance, have a moderating impact on the relationship between celebrity endorser traits and brand attachment. This study provides multiple implications for the marketing practitioners and academicians.

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Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

Spanish Journal of Marketing - ESIC ◽

10.1108/sjme-11-2020-0192 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Flavia Braga Chinelato ◽

Cid Gonçalves Filho ◽

Clodoaldo Lopes Nizza Júnior

Keyword(s):

Organizational Commitment ◽

Sales Performance ◽

Equation Modeling ◽

Brand Relationships ◽

Salesperson Performance ◽

Brand Attachment ◽

Content Type ◽

The Impact ◽

The Relationship

Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

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An Approach on Attachment in Public Marketing and Higher Education Management Contexts

Higher Education and the Evolution of Management, Applied Sciences, and Engineering Curricula - Advances in Higher Education and Professional Development ◽

10.4018/978-1-5225-7259-6.ch006 ◽

2019 ◽

pp. 151-171 ◽

Cited By ~ 4

Author(s):

Bruno Barbosa Sousa ◽

Filipa Costa Magalhães

Keyword(s):

Higher Education ◽

Higher Education Institutions ◽

Future Research ◽

Higher Education Management ◽

Brand Attachment ◽

Public Marketing ◽

Education Management ◽

Educational Market ◽

The Impact ◽

The Relationship

In the recent years, the educational market has become more dynamic and complex. There are many market forces that are trying to shape the educational environment. The competition between universities is increasing. Public marketing is a fundamental tool in the promotion of places, one that must be present in the strategies of local government representatives, helping and promoting a sustainable economic and social development of the regions and universities. The prupose of this chapter is to analyze, measure, and perceive the impact of brand attachment on consumer behavior in the specific context of higher education in Portugal, based on the affective and emotional relationship between students and the higher education institutions. The results allowed us to conclude that the brand attachment has a preponderant role and impact in the relationship between the student and the institution of higher education. This chapter aims to further develop the understanding of the educational marketing for higher education institutions. Implications for future research are also presented.

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A Consumer-Based Branding Process

Brand Culture and Identity ◽

10.4018/978-1-5225-7116-2.ch016 ◽

2019 ◽

pp. 272-287

Author(s):

Orhan Duman

Keyword(s):

Product Performance ◽

Brand Preference ◽

Brand Performance ◽

Sequential Order ◽

Brand Attachment ◽

Brand Knowledge ◽

Brand Engagement ◽

Main Factors ◽

The Relationship ◽

Related Process

The branding process can be classified as business- and consumer-based branding. The current study introduces a model proposal to the consumer-based branding process. The model focuses on identifying and analyzing the process between consumers' perceptual benefits and emotional brand attachment. The related process focuses on the relationship between product performance, brand preference, subjective brand knowledge, self-based brand engagement and emotional brand attachment factors. The basic assumption of the model is that a consumer first benefits on the basis of brand performance, this benefit triggers brand preference, then this preference turns into subjective brand knowledge, brand knowledge supports consumer's self-based brand engagement, and eventually leads to emotional brand attachment. The analysis is based on the assumption that the consumer performs five main factors modeled in branding perception in the chain / sequential order.

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The Role of Customer Engagement in the COVID-19 Era

Insights, Innovation, and Analytics for Optimal Customer Engagement - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-7998-3919-4.ch005 ◽

2021 ◽

pp. 91-116

Author(s):

Sara Santos ◽

Pedro Espírito Santo ◽

Luísa Augusto

Keyword(s):

Social Media ◽

The Other ◽

Customer Engagement ◽

Special Role ◽

Brand Attachment ◽

Brand Engagement ◽

Brand Relationship ◽

The Relationship ◽

Multidimensional Concept

Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.

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Consumers and their celebrity brands: how personal narratives set the stage for attachment

Journal of Product & Brand Management ◽

10.1108/jpbm-02-2019-2275 ◽

2020 ◽

Vol 29 (6) ◽

pp. 831-847

Author(s):

Bennie Eng ◽

Cheryl Burke Jarvis

Keyword(s):

Personal Narratives ◽

Professional Lives ◽

Moderating Effects ◽

Brand Relationships ◽

Brand Attachment ◽

Content Type ◽

Relationship Norms ◽

The Relationship ◽

Practical Implications

Purpose This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role of narratives about celebrities’ personal vs professional lives in creating attachment and identifies and tests moderating effects of narrative characteristics including perceived source of fame, valence and authenticity. Design/methodology/approach Three online experiments tested the proposed direct, meditating and moderating relationships. Data was analyzed using mediation analysis and multiple ANOVAs. Findings The results suggest relationship norms that are more altruistic in nature fully mediate the relationship between narrative type and brand attachment. Additionally, personal narratives produce stronger attachment than professional narratives; the celebrity’s source of fame moderates narrative type and attachment; and on-brand narratives elicit higher attachment than off-brand narratives, even when these narratives are negative. Practical implications The authors offer recommendations for how marketers can shape celebrity brand narratives to build stronger consumer attachment. Notably, personal (vs professional) narratives are critical in building attachment, especially for celebrity brands that are perceived to have achieved their fame. Both positive and negative personal narratives can strengthen attachment for achieved celebrity brands, but only if they are on-brand with consumer expectations. Originality/value This research is an introductory examination of the fundamental theoretical process by which celebrity brand relationships develop from brand persona narratives and how characteristics of those narratives influence consumer-brand attachment.

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