Tie the knot: building stronger consumers’ attachment toward a brand

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin

Research output: Contribution to journalArticle

8 Citations (Scopus)
18 Downloads (Pure)

Abstract

Extant research has promoted the importance and seeking to establish a deeper understanding of brand loyalty. However, it still remains elusive and uncertain. A study with more than 1,500 CEOs worldwide believes that creating a bond with consumers and continuing to learn how to strengthen the bond are essential for realizing strategies and delivering on shareholder expectations. Not surprisingly, firms and researchers are seeking ways to build a stronger connection with consumers, because such attachment acts as a key requisite in a firm’s success. Consequently, understanding how marketers can intensify the attachment is important. This article offers a framework for building stronger consumers’ attachment and testing it based on a survey of 432 participants. Four factors are deemed to be important: ideal self-congruence, sensory experience, responsiveness, and CSR beliefs. Attachment influences loyalty and resilience to negative information. Additionally, attachment fully mediates ideal self-congruence and responsiveness to loyalty, as well as ideal self-congruence and sensory experience to resilience to negative information. Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 29th June 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1195862
Original languageEnglish
Pages (from-to) 223-240
JournalJournal of Strategic Marketing
Volume26
Issue number3
Early online date29 Jun 2016
DOIs
Publication statusPublished - 2018

Fingerprint

Congruence
Loyalty
Resilience
Responsiveness
Shareholders
Marketers
Brand loyalty
Chief executive officer
Strategic marketing
Corporate Social Responsibility
Testing
Factors

Bibliographical note

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 29th June 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1195862

Keywords

  • Brand attachment
  • ideal self-congruence
  • sensory experience
  • brand responsiveness
  • CSR beliefs
  • brand loyalty
  • resilience to negative information

Cite this

Tie the knot: building stronger consumers’ attachment toward a brand. / Japutra, Arnold; Ekinci, Yuksel; Simkin, Lyndon.

In: Journal of Strategic Marketing, Vol. 26, No. 3, 2018, p. 223-240.

Research output: Contribution to journalArticle

Japutra, Arnold ; Ekinci, Yuksel ; Simkin, Lyndon. / Tie the knot: building stronger consumers’ attachment toward a brand. In: Journal of Strategic Marketing. 2018 ; Vol. 26, No. 3. pp. 223-240.
@article{8d16b0a49de445ae80a550d9c7e25fe5,
title = "Tie the knot: building stronger consumers’ attachment toward a brand",
abstract = "Extant research has promoted the importance and seeking to establish a deeper understanding of brand loyalty. However, it still remains elusive and uncertain. A study with more than 1,500 CEOs worldwide believes that creating a bond with consumers and continuing to learn how to strengthen the bond are essential for realizing strategies and delivering on shareholder expectations. Not surprisingly, firms and researchers are seeking ways to build a stronger connection with consumers, because such attachment acts as a key requisite in a firm’s success. Consequently, understanding how marketers can intensify the attachment is important. This article offers a framework for building stronger consumers’ attachment and testing it based on a survey of 432 participants. Four factors are deemed to be important: ideal self-congruence, sensory experience, responsiveness, and CSR beliefs. Attachment influences loyalty and resilience to negative information. Additionally, attachment fully mediates ideal self-congruence and responsiveness to loyalty, as well as ideal self-congruence and sensory experience to resilience to negative information. Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 29th June 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1195862",
keywords = "Brand attachment, ideal self-congruence, sensory experience, brand responsiveness, CSR beliefs, brand loyalty, resilience to negative information",
author = "Arnold Japutra and Yuksel Ekinci and Lyndon Simkin",
note = "This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 29th June 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1195862",
year = "2018",
doi = "10.1080/0965254X.2016.1195862",
language = "English",
volume = "26",
pages = "223--240",
journal = "Journal of Strategic Marketing",
issn = "0965-254X",
publisher = "Taylor & Francis",
number = "3",

}

TY - JOUR

T1 - Tie the knot: building stronger consumers’ attachment toward a brand

AU - Japutra, Arnold

AU - Ekinci, Yuksel

AU - Simkin, Lyndon

N1 - This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 29th June 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1195862

PY - 2018

Y1 - 2018

N2 - Extant research has promoted the importance and seeking to establish a deeper understanding of brand loyalty. However, it still remains elusive and uncertain. A study with more than 1,500 CEOs worldwide believes that creating a bond with consumers and continuing to learn how to strengthen the bond are essential for realizing strategies and delivering on shareholder expectations. Not surprisingly, firms and researchers are seeking ways to build a stronger connection with consumers, because such attachment acts as a key requisite in a firm’s success. Consequently, understanding how marketers can intensify the attachment is important. This article offers a framework for building stronger consumers’ attachment and testing it based on a survey of 432 participants. Four factors are deemed to be important: ideal self-congruence, sensory experience, responsiveness, and CSR beliefs. Attachment influences loyalty and resilience to negative information. Additionally, attachment fully mediates ideal self-congruence and responsiveness to loyalty, as well as ideal self-congruence and sensory experience to resilience to negative information. Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 29th June 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1195862

AB - Extant research has promoted the importance and seeking to establish a deeper understanding of brand loyalty. However, it still remains elusive and uncertain. A study with more than 1,500 CEOs worldwide believes that creating a bond with consumers and continuing to learn how to strengthen the bond are essential for realizing strategies and delivering on shareholder expectations. Not surprisingly, firms and researchers are seeking ways to build a stronger connection with consumers, because such attachment acts as a key requisite in a firm’s success. Consequently, understanding how marketers can intensify the attachment is important. This article offers a framework for building stronger consumers’ attachment and testing it based on a survey of 432 participants. Four factors are deemed to be important: ideal self-congruence, sensory experience, responsiveness, and CSR beliefs. Attachment influences loyalty and resilience to negative information. Additionally, attachment fully mediates ideal self-congruence and responsiveness to loyalty, as well as ideal self-congruence and sensory experience to resilience to negative information. Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 29th June 2016, available online: http://www.tandfonline.com/10.1080/0965254X.2016.1195862

KW - Brand attachment

KW - ideal self-congruence

KW - sensory experience

KW - brand responsiveness

KW - CSR beliefs

KW - brand loyalty

KW - resilience to negative information

U2 - 10.1080/0965254X.2016.1195862

DO - 10.1080/0965254X.2016.1195862

M3 - Article

VL - 26

SP - 223

EP - 240

JO - Journal of Strategic Marketing

JF - Journal of Strategic Marketing

SN - 0965-254X

IS - 3

ER -