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The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

Author

Listed:
  • Gilal Faheem Gul

    (Department of Business Administration, Sukkur IBA University, Sukkur, Sindh, 65200, Pakistan)

  • Gilal Naeem Gul

    (School of Management, Huazhong University of Science and Technology, 1037 Luoyu Rd, Hongshan, Wuhan, Hubei, China, 430074)

  • Gilal Rukhsana Gul

    (Department of Business Administration, Sukkur IBA University, Sukkur, Sindh, Pakistan)

  • Gong Zhenxing

    (School of Business, Liaocheng University, No.1 Hunan Road, Liaocheng City, Shandong Province, China)

  • Gilal Waseem Gul

    (Sukkur IBA University – Department of Business Administration Sukkur, SindhPakistan)

  • Tunio Muhammad Nawaz

    (Alpen-Adria-Universität Klagenfurt, Kärnten, Austria)

Abstract

Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships.

Suggested Citation

  • Gilal Faheem Gul & Gilal Naeem Gul & Gilal Rukhsana Gul & Gong Zhenxing & Gilal Waseem Gul & Tunio Muhammad Nawaz, 2021. "The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 14-38, March.
    • Handle: RePEc:vrs:jmbace:v:29:y:2021:i:1:p:14-38:n:2
    DOI: 10.7206/cemj.2658-0845.39
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    References listed on IDEAS

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    More about this item

    Keywords

    brand attachment; brand passion; purchase intention; product involvement; young consumers;
    All these keywords.

    JEL classification:

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

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