An Examination of Determinants and Consequences of Emotional Attachment for Low Cost and Premium Service Brands
Keyword(s):
Low Cost
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The purpose of this chapter is to develop a parsimonious framework to show the relationship between emotional attachment, its antecedents as perceived quality and brand consciousness and its consequences as WOM, negative WOM, brand commitment, and brand purchase share in service industry. The chapter further aims to highlight the role of pricing on emotional attachment and investigates whether the relationship between emotional attachment and consumer response differ between a low cost and a premium brand. Structural equation modeling is used to test the proposed framework across three service industries, namely retail, airline and telecommunication. Theoretical and practical implications are provided.
2017 ◽
Vol 18
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pp. 1291-1310
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2019 ◽
Vol 47
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pp. 1-9
2021 ◽
2018 ◽
Vol 11
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pp. 58-73
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2019 ◽
Vol 47
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pp. 1-9
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2018 ◽
Vol 12
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pp. 305-322
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Vol 3
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pp. 431-440