Brand Attachment: Constructs, Consequences, and Causes

Author(s): C. Whan Park;Deborah J. MacInnis;Joseph Priester

Source:
    Journal:Foundations and Trends® in Marketing
    ISSN Print:1547-0753,  ISSN Online:1547-0761
    Publisher:Now Publishers
    Volume 1 Number 3,

Document Type: Article
Pages: 40 (191-230)
DOI: 10.1561/1700000006

Abstract: This review examines four key issues involved in developing and establishing strong brand relationships with its customers. The first concerns the meaning of “brand attachment” and its critical consequences for brand equity. The second concerns outcomes of brand attachment to customers and the firm. The third concerns the causes of brand attachment. We articulate the process by which strong brand attachment is created through meaningful personal connections between the brand and its customers. We also articulate the identification and management of a strategic brand exemplar that allows the firm to create brand attachment and sustain and grow the brand’s competitive advantages.

Full Text