scholarly journals THE NEGATIVE SIDE OF BRAND ATTACHMENT IN PRODUCING NEGATIVE CONSUMER BEHAVIOR

2021 ◽  
Vol 11 (3) ◽  
pp. 331
Author(s):  
Cynthia Ayu Manggarani ◽  
Lina Regina Notylia ◽  
Shine Pintor Siolemba Patiro
Keyword(s):  
Consumer Behavior ◽  
Attachment Style ◽  
Brand Loyalty ◽  
Attachment Styles ◽  
Attachment Avoidance ◽  
Online Questionnaire ◽  
Brand Attachment ◽  
Questionnaire Method ◽  
The Uk ◽  
The Impact

This research is triggered by the author's concern about a brand that will build a strong bond with consumers regardless of the impact it will have. Previous research conducted in the UK stated that brand attachment not only leads to favorable consumer behavior such as brand loyalty, but also detrimental consumer behavior such as trash-talking, schadenfreude and anti-brand actions which are only moderated by attachment avoidance styles (Japutra et al. , 2018). Trash-talking is different from negative WOM. The purpose of this study was to examine positive behavior (brand loyalty) and negative consumer behavior (trash-talking, schadenfreude, and anti-brand action) due to brand attachment using anxiety attachment style and attachment avoidance style as moderating variables in Indonesia. This study uses an online questionnaire method with a sample of 80 respondents. Furthermore, the data were tested using the PLS-SEM method with the help of the WarpPLS 7.0 software. The results explain that strong brand attachment has a strong influence on brand loyalty, trash-talking, schadenfreude, and anti-brand actions. However, these relationships were not moderated by either anxiety attachment styles or avoidance attachment styles. It can be concluded that the relationship between the brand attachment variable and the brand loyalty variable, the trash-talking variable, the schadenfreude variable and the anti-brand action variable were not moderated by the anxiety attachment style and the avoidance attachment style.

scholarly journals Positive and negative behaviours resulting from brand attachment

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1185-1202 ◽  
Author(s):  
Arnold Japutra ◽  
Yuksel Ekinci ◽  
Lyndon Simkin
Keyword(s):  
Attachment Style ◽  
Brand Loyalty ◽  
Attachment Styles ◽  
Structural Equation ◽  
Strong Relationship ◽  
Attachment Anxiety ◽  
Attachment Avoidance ◽  
Brand Attachment ◽  
Content Type ◽  
High Level

PurposeThe purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relationships.Design/methodology/approachThe study is based on a survey of 432 respondents, and the data are analysed using the structural equation modelling approach.FindingsThis study empirically supports that brand attachment and attachment styles (i.e. anxiety attachment and avoidance attachment) are distinct. Brand attachment influences consumers’ not only positive behaviour (i.e. brand loyalty) but also negative behaviours, such as trash-talking, schadenfreude and anti-brand actions. The findings of the study suggest that only avoidance attachment style moderates the relationships between brand attachment and these consumer behaviours. The link between brand attachment and brand loyalty is attenuated for high-attachment-avoidance consumers. In contrast, the links between brand attachment and trash-talking, schadenfreude and anti-brand actions are strengthened.Practical implicationsThis study assists marketing managers in understanding that a strong brand attachment may result in negative behaviours that can harm a company’s brand image. Thus, building a strong relationship with consumers will not always be beneficial. Companies should be aware of the consequences of building relationships with consumers who have a high level of attachment anxiety and/or avoidance.Originality/valueThis paper highlights that brand attachment not only influences brand loyalty behaviour but also three negative behaviours: trash-talking, schadenfreude and anti-brand actions. Moreover, the links between brand attachment and negative behaviours are strengthened when consumers have a high level of attachment avoidance.

Potential of Brand Personality: Attachment Styles as Moderator

2012 ◽  
Vol 1 (1) ◽  
pp. 34 ◽  
Author(s):  
LO Ying Tuan ◽  
Huam Hon Tat ◽  
Ahmad Sharifuddin Shamsuddin ◽  
Amran Md Rasli ◽  
Ahmad Jusoh
Keyword(s):  
Empirical Study ◽  
Attachment Style ◽  
Coming Out ◽  
Attachment Styles ◽  
Brand Personality ◽  
The Other ◽  
Anxious Attachment ◽  
Brand Attachment ◽  
Avoidant Attachment ◽  
The Impact

The purpose of this paper is to investigate the effect of consumer’s attachment styles as a moderator in the impact of brand personality on its brand attachment. This research investigated the preferred brand personality of anxious and avoidant attachment consumer, their likelihood to be attached to that brand and how they respond to any changes in brand personality. A total of 300 students were surveyed. Their attachment style and their response towards sincere and exciting personality and its brand attachment were assessed. Empirical study shows that anxious attachment style consumer preferred sincere brand personality, tends to be attached with it and did not respond to any changes in brand personality.  Avoidant attachment style people on the other hand have a stronger relationship with the exciting brand personality, are not likely to be attached to it and will respond to changes in brand personality. This study implies that marketers should get to know their targeted market’s attachment style prior coming out with the suitable brand personality.

scholarly journals Brand Loyalty Mediation in Brand Attachment and Customer Digital Experience towards Smartphone Repurchase Intentions

2020 ◽  
Vol 5 (2) ◽  
pp. 145-157
Author(s):  
Verina Cornelia ◽  
Yusepaldo Pasharibu
Keyword(s):  
Market Share ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Positive Influence ◽  
Online Questionnaire ◽  
Brand Attachment ◽  
Repurchase Intentions ◽  
The Impact ◽  
Significant Positive Influence

Brand loyalty is one of the most essential component that incumbent company to retain their customers, particularly in order to win the market share. The main reason is that incumbent firms need to maintain their market share and then upscale their market when they have a thorough understanding of the segmentation. Brand loyalty in this study is utilized as a mediating variable to confirm the impact of brand attachment and customer digital experience for the repurchase intention creation of smartphone users.  An online questionnaire was distributed to 100 respondents using a purposive sampling technique. The criteria of respondents in this study are those who are using Samsung smartphone for at least a year, and experience searching the brand using a digital platform. The statistical analysis showed that brand attachment and customer digital experience have a significant positive influence on brand loyalty. Furthermore, brand attachment shows direct and indirect effects to repurchase intentions indicating partial mediation existence of brand loyalty.  Customer digital experience indirectly affects repurchase intentions through brand loyalty. These results highlight the role of brand attachment and customer digital experience has to secure repurchase intentions of customers by utilizing brand loyalty.

The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khyati Shetty ◽  
Jason R. Fitzsimmons
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Empirical Support ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Luxury Branding ◽  
Brand Personality Congruence ◽  
The Impact

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.

The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

2021 ◽  
pp. 097215092110443
Author(s):  
Namrata ◽  
Yadvinder Parmar
Keyword(s):  
Attachment Style ◽  
Attachment Styles ◽  
Structural Equation ◽  
Study Data ◽  
Brand Attachment ◽  
Celebrity Endorser ◽  
Associative Network Theory ◽  
The Relationship ◽  
Triadic Relationship

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.

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.

Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment

2018 ◽  
pp. 132-157
Author(s):  
Harsha Gupta
Keyword(s):  
Decision Making ◽  
Consumer Behavior ◽  
Consumer Behaviour ◽  
Digital Communication ◽  
Consumer Decision Making ◽  
Online Questionnaire ◽  
Consumer Decision ◽  
Luxury Branding ◽  
Buying Behaviour ◽  
The Impact

With a boom in digital marketing and the luxury sector in India, research in both the segments have become crucial for mining insights that guide consumer buying behaviour. However, both these constructs are comparatively new and have not been researched much. Hence, research in this field will help marketers across the corporate and academic sectors to understand deeper insights about consumer decision making process. This research will help in understanding how different vehicles of digital communication impact consumer behavior processes in the luxury brand apparel segment. The data for this research has been collected using an online questionnaire from respondents across India. Hence, this chapter will enable the readers in identifying which digital vehicles are most suitable for the different stages of the consumer behaviour process when marketing to luxury consumers; identifying the ranking of digital vehicles during consumer buying behaviour process; and analyzing the impact of various digital communications at different stages of the consumer behaviour process.

Effect of Attachment Style on Selective Attention in Panic Disorder

2020 ◽  
Vol 39 (6) ◽  
pp. 523-560
Author(s):  
Ottilia Klipsch ◽  
Henning Schauenburg ◽  
Christoph Nikendei ◽  
Cord Benecke ◽  
Ulrike Dinger
Keyword(s):  
Panic Disorder ◽  
Attentional Bias ◽  
Attachment Style ◽  
Attachment Styles ◽  
Reaction Times ◽  
Attachment Anxiety ◽  
Control Group ◽  
Attachment Avoidance ◽  
Moderation Effect ◽  
Interpersonal Threat

Introduction: Given the heterogeneity of results in the attentional bias to threatening information in patients with panic disorder, we investigated the attentional bias toward threat and the moderating effect of attachment styles in a female-only sample of panic patients and a nonclinical control group. Methods: Female panic patients (n = 47) were compared to a female control group (n = 47) using a modified Dot Probe Task with body-related and interpersonal threat as well as attachment positive words. Results: An attentional bias toward threat words was not replicated. Furthermore, there was no moderation effect on attentional bias by attachment styles. However, high attachment avoidance was associated with faster reaction times (RT) in attachment positive compared to attachment threat trials in both groups. In the patient group, attachment anxiety was associated with faster RT in panic threat trials compared to attachment positive trials. Anxiously attached controls reacted faster to attachment positive vs. attachment threat trials. Discussion: No attentional bias was found in the present study. However, the findings suggest that attachment avoidance and attachment anxiety differently influence attention responses to trials that include different emotional stimuli in clinical and nonclinical, female participants. Attachment insecurity may modify attention when processing trials including both, threat and positive stimuli.

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

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.

scholarly journals Amidst COVID – 19 Pandemic: How to Gain Customer Advocacy for Indonesian Online Marketplaces Selling Luxury Products?

2021 ◽  
Vol 1 (3) ◽  
pp. 199-210
Author(s):  
Ignatius Agus Suryono ◽  
Aryono Yacobus ◽  
Michelle Yoanna Franscisca Brigitta
Keyword(s):  
Market Share ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Significant Positive Effect ◽  
Brand Attachment ◽  
Luxury Brand ◽  
Online Marketplaces ◽  
The Impact ◽  
Positive Effect ◽  
Brand Satisfaction

Amidst the prolonged COVID - 19 Pandemic, Indonesian online marketplaces selling luxury brand products have been experienced a decrease in their market share, while on the other side, Indonesian online marketplaces selling standard products have been experienced a bullish position with their extraordinary increase of market share. In this research, we tried to examine the impact of brand satisfaction on customer advocacy with brand loyalty as both mediating and moderating variable and luxury brand attachment as mediating variable. Our focus in this research was on Indonesian marketplaces selling luxury brand products during this terrible pandemic, COVID - 19 Pandemic. We examined 108 customers who had purchasing experiences on luxury-brand sports shoes at Indonesian online marketplaces. In choosing our respondents, we used a non-probability sampling technique, the purposive sampling method. To analyze our hypothesis, we used a qualitative approach, which is path analysis. The results show that luxury brand attachment has a significant positive effect on brand loyalty, brand loyalty has a significant positive effect on customer advocacy, both mediated by brand loyalty and luxury brand attachment, and brand loyalty strengthens the impact of luxury brand attachment on customer advocacy. From that findings, we suggest that Indonesian online marketplaces that sell luxury brand products should increase their brand satisfaction through customer loyalty and luxury brand attachment to gain higher customer advocacy during and post COVID - 19 pandemic

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