scholarly journals How Do Emotionally Attached Consumers Evaluate Co-branded Products(NPB Alliance)?: A Comparison between Brand Attitude and Brand Attachment

2019 ◽  
Vol 37 (3) ◽  
pp. 155-165
Author(s):  
이재진
Keyword(s):  
Brand Attitude ◽  
Brand Attachment

scholarly journals Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector

2021 ◽  
Vol 123 (13) ◽  
pp. 221-240
Author(s):  
Pantea Foroudi ◽  
Maria Palazzo ◽  
Asfia Sultana
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Partial Least Square ◽  
Least Square ◽  
Social Self ◽  
Brand Attachment ◽  
Content Type ◽  
Restaurant Managers ◽  
Revisit Intentions

PurposeFollowing the planned behaviour theory, the aim of the paper is to analyse the role played by brand attachment, brand characteristics and congruence in enhancing brand attitude while leading to revisit intentions and word-of-mouth (WOM) in the restaurant sector.Design/methodology/approachThe study is based on the quantitative method and considered 464 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square–structural equation modelling (PLS-SEM).FindingsThis study expands the literature about WOM and revisit intentions. The paper states that brand attitude positively influenced revisit intentions and WOM. Besides, findings highlighted that analysed concepts were positively correlated and that they played an important role in impacting revisit intentions and WOM, apart from one factor: social self-congruity, which was not significantly related to brand attitude.Practical implicationsThe results of this paper show practitioners how to develop suitable strategies that set the bases for developing customer loyalty and repeat business. By putting into practice these suggestions in the restaurant sector, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.Originality/valueThe study offers a conceptual framework to explore the significance of several factors, including revisit intentions and WOM. In practice, taking into account the proposed framework, it is suggested that restaurant managers should assess these two items using several factors including congruence, brand characteristics and brand attachment.

“This theatre is a part of me” contrasting brand attitude and brand attachment as drivers of audience behaviour

2014 ◽  
Vol 4 (1/2) ◽  
pp. 87-100 ◽  
Author(s):  
Carsten Baumgarth
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Brand Attitude ◽  
Brand Identification ◽  
Brand Attachment ◽  
Content Type ◽  
Cultural Sector ◽  
Visitor Survey ◽  
Practical Implications ◽  
Modelling Approach

Purpose – The purpose of this paper is to investigate the influence of brand attitude and brand attachment on different categories of visitors’ behaviour. Design/methodology/approach – The paper adapts a model from the classical brand research on the cultural sector. This model is tested by a visitor survey for an independent theatre and the soft modelling approach PLS. Findings – Brand attitude and brand attachment explain similar simple types of consumer behaviour in the cultural and arts context. However, most difficult visitors’ behaviour like volunteering or demonstration is only explained by brand attachment. Practical implications – Cultural manager should consider brand attachment as an additional construct in classical visitor surveys. Furthermore, cultural manager should develop and implement measures for increasing the brand attachment via a higher level of brand identification and brand prominence. Originality/value – This paper is the first research, which integrates the construct brand attachment in the cultural sector. Furthermore, the distinction between different categories of visitors’ behaviour is new and fruitful for further brand research in the cultural sector. Finally, the discussed measures for improving the brand attachment opens directions for further research.

scholarly journals Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

2021 ◽  
Vol 13 (20) ◽  
pp. 11413
Author(s):  
Heather Markham Kim ◽  
Kisang Ryu
Keyword(s):  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Attitude ◽  
Social Self ◽  
Ideal Self ◽  
Brand Attachment ◽  
Self Image ◽  
Image Congruence ◽  
Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

Branding in a multichannel retail environment

2017 ◽  
Vol 30 (4) ◽  
pp. 853-886 ◽  
Author(s):  
Sajad Rezaei ◽  
Naser Valaei
Keyword(s):  
Brand Equity ◽  
Brand Attitude ◽  
Product Type ◽  
Equation Modeling ◽  
Brand Experience ◽  
Retail Environment ◽  
Brand Attachment ◽  
Content Type ◽  
Proposed Model

Purpose The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type. Design/methodology/approach A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model. Findings The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment. Originality/value With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.

Exploring the attractiveness of manufacturer brands and retailer own-brands in supermarket context

2017 ◽  
Vol 45 (10) ◽  
pp. 1095-1113 ◽  
Author(s):  
Sandra Maria Correia Loureiro
Keyword(s):  
Brand Image ◽  
Product Category ◽  
Brand Attitude ◽  
Grocery Store ◽  
Brand Attachment ◽  
Content Type ◽  
Face To Face ◽  
Brand Familiarity ◽  
Brand Credibility

Purpose The purposes of this paper are to explore the effects of brand credibility, brand familiarity and brand image on brand attachment and brand attitude; and to test how a grocery product category and the perception of quality of own-label brands vs manufacturer brands moderate the inter-relationship of brand credibility, brand familiarity and brand image on brand attachment and brand attitude. Design/methodology/approach A survey is administered to a quota sample of Portuguese supermarket shoppers via a face-to-face personal interviewing method. The survey was conducted in Lisbon, Amadora and Sintra. The three municipalities were chosen for being the most densely populated and for having the largest number of grocery retailers in Portugal. From a total of 800 questionnaires collected using a face-to-face personal interviewing method in low-, medium- and high-peak shopping days, 756 were usable for data analysis. The respondents’ profile is according to the last Censos in Portugal conducted by the National Statistical Institute of Portugal, representing a quota sample. Findings Credibility and familiarity seem to be more important to enhance attachment in the case of the manufacturer brands and image for retailer own-brands. Brand image is more effective in attach customer in the case of manufacturer brands. Grocery store (supermarket) brand managers should be more effective in communicating the extension of the store image to the image of the products; they should develop a consistent and differentiating brand image. Originality/value This paper provides an important contribution to supermarket retail service by shedding light about how consumers’ overall evaluation and attachment to a brand are affected by the grocery product category and the perception of the quality of an own-label brand vs a manufacturer brand.

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