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Analysis Of The Attachment-Aversion Model Of Consumer-Brand Relationships In A Different Cultural Background




Originally the Attachment-Aversion model of consumer-brand relationships, elaborated by Park, Eisingerich & Park in 2013, was analyzed with the help of the sample of English speaking respondents, living in Great Britain and the USA, and focused on two brands: Manchester United Football Club and Apple iPhone. The present study tries to validate the model regarding other type of brand and in conditions of another cultural background. The focal brand for the study was chosen from a high-end beauty category (Chanel). For the purposes of this research, a questionnaire was designed and spread online within the target population: the current students and alumni of Belarusian universities that are Russian/speaking, fluent in English and had a class in branding. A total of 273 responses was analysed using structural equation modelling. The outcomes of the research have shown that the Attachment- Aversion model of consumer-brand relationships has not proven to be totally versatile, while applied in the conditions of the other cultural background as some of the relationships of the model have shown to be insignificant. The enticing determinant has no effect on brand attachment relationship and the enabling determinant has no effect on the brand prominence. The implications of the findings are discussed.

Suggested Citation

  • Novik, Veranika & Pinto, Patrícia & Guerreiro, Manuela, 2017. "Analysis Of The Attachment-Aversion Model Of Consumer-Brand Relationships In A Different Cultural Background," Journal of Spatial and Organizational Dynamics, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 5(3), pages 278-295.
  • Handle: RePEc:ris:jspord:0946

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    References listed on IDEAS

    1. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & Bauer, Florian, 2016. "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions," Tourism Management, Elsevier, vol. 52(C), pages 507-520.
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    3. Gentina, Elodie & Shrum, L.J. & Lowrey, Tina M., 2016. "Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers," Journal of Business Research, Elsevier, vol. 69(12), pages 5785-5792.
    4. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    5. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    6. Tsai, Shu-pei, 2011. "Fostering international brand loyalty through committed and attached relationships," International Business Review, Elsevier, vol. 20(5), pages 521-534, October.
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    More about this item


    Consumer-Brand Relationship; Brand Attachment; Brand Prominence; Structural Equation Modelling;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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