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

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin

Research output: Contribution to journalArticle

15 Citations (Scopus)
24 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

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

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