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Antecedents of emotional attachment to brands

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Author Info

  • Grisaffe, Douglas B.
  • Nguyen, Hieu P.
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    Abstract

    Marketers desire exclusive brand repurchase. This can occur when customers develop deep emotional "bonds" with brands, as elaborated in the emotional attachment to brands construct. To create emotionally attached repurchase, marketers must understand controllable antecedents of the phenomenon. However, a comprehensive study of antecedents is missing from the literature. We use qualitative methods to derive five primary antecedents of emotional attachment to brands. Our summary model allows for simultaneous operation of multiple antecedents, as we consistently observed in our data. We offer applied suggestions for leveraging antecedents to evoke exclusive repurchase based on emotional attachment to brands.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 10 (October)
    Pages: 1052-1059

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:10:p:1052-1059

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Emotional attachment Affective loyalty Brand loyalty Repurchase;

    References

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    Cited by:
    1. Millan, Elena & De Pelsmacker, Patrick & Wright, Len Tiu, 2013. "Clothing consumption in two recent EU Member States: A cross-cultural study," Journal of Business Research, Elsevier, vol. 66(8), pages 975-982.

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