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Antecedents of emotional attachment to brands


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


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.

Suggested Citation

  • Grisaffe, Douglas B. & Nguyen, Hieu P., 2011. "Antecedents of emotional attachment to brands," Journal of Business Research, Elsevier, vol. 64(10), pages 1052-1059, October.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:10:p:1052-1059

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    Cited by:

    1. Hsieh, Jung-Kuei & Hsieh, Yi-Ching, 2015. "Dialogic co-creation and service innovation performance in high-tech companies," Journal of Business Research, Elsevier, vol. 68(11), pages 2266-2271.
    2. Dwyer, Brendan & Mudrick, Michael & Greenhalgh, Gregory P. & LeCrom, Carrie W. & Drayer, Joris, 2015. "The tie that blinds? Developing and validating a scale to measure emotional attachment to a sport team," Sport Management Review, Elsevier, vol. 18(4), pages 570-582.
    3. Wolter, Jeremy S. & Brach, Simon & Cronin, J. Joseph & Bonn, Mark, 2016. "Symbolic drivers of consumer–brand identification and disidentification," Journal of Business Research, Elsevier, vol. 69(2), pages 785-793.
    4. 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.
    5. repec:ris:jspord:0946 is not listed on IDEAS


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