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She’s just not that into you: The mediating impact of brand attachment on digital interactions

Author

Listed:
  • Sciarrino, JoAnn

    (University of North Carolina at Chapel Hill, USA)

  • Prudente, John

    (University of North Carolina at Chapel Hill, USA)

Abstract

While the theory of brand attachment has been widely studied, very little research has been done to study the number and breadth of digital interactions for those brands with strong brand attachment versus those with weak brand attachment. This paper examines whether brand attachment towards fast-food brands has a mediating impact between loyalty (willingness to recommend) and digital interactions, as well as measuring the relative impact of specific digital interactions on brand attachment. Ultimately, the results suggest that that loyalty alone is not a significant predictor of digital interactions. Furthermore, social media interactions were seen as the highest contributor to brand attachment, suggesting that a consumer with strong brand attachment will have a higher proclivity to follow a brand on social media and subsequently share and create branded content.

Suggested Citation

  • Sciarrino, JoAnn & Prudente, John, 2016. "She’s just not that into you: The mediating impact of brand attachment on digital interactions," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(2), pages 157-169, August.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:4:i:2:p:157-169
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    More about this item

    Keywords

    digital advertising; brand attachment; social media; brand loyalty; marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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