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Antecedents of emotional attachment to brands

  • Grisaffe, Douglas B.
  • Nguyen, Hieu P.
Registered author(s):

    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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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296310002250
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    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
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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