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The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context

Author

Listed:
  • Samy Belaïd

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Azza Temessek Behi

    (IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie))

Abstract

Purpose: This paper aims to examine the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioural loyalty. Design/methodology/approach: This paper is based on exploratory and confirmatory studies that provide a model that explains the relationship between brand attachment and its outcomes. A structural equation modelling is used to assess the hypothetical links. Findings: The findings of the structural model confirm the majority of the hypothesised relationships. Brand attachment is considered as an important input to brand commitment for utilitarian products. Originality/value: Few studies have attempted to model the relationship between brand attachment and its antecedents and outcomes. This research also focused on a particular utilitarian product that is not - apparently - affect laden.

Suggested Citation

  • Samy Belaïd & Azza Temessek Behi, 2011. "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context," Post-Print hal-02180696, HAL.
    • Handle: RePEc:hal:journl:hal-02180696
    DOI: 10.1108/10610421111108003
    as

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