Brand Attachment: Construct, Consequences and Causes C. Whan Park

ISBN: 9781601981004

Published: January 17th 2008

Paperback

52 pages


Description

Brand Attachment: Construct, Consequences and Causes  by  C. Whan Park

Brand Attachment: Construct, Consequences and Causes by C. Whan Park
January 17th 2008 | Paperback | PDF, EPUB, FB2, DjVu, AUDIO, mp3, ZIP | 52 pages | ISBN: 9781601981004 | 3.15 Mb

Brand Attachment provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate it from other constructs arguing that brand attachment is critical toMoreBrand Attachment provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate it from other constructs arguing that brand attachment is critical to outcome variables that underscore the brands value to the firm. This monograph adds to the literature by articulating the antecedents to strong brand attachments including both the bases on which strong brand attachments form and the marketing activities that foster them.

The authors posit that strong brand-customer attachments derive from the brands success at creating strong brand self-connections by gratifying, enabling, and/or assuring the self. These successes are themselves contingent on the effectiveness of marketing activities that use affect, typicality, vividness, and rich information to foster a strong brand self connection through a strategic brand exemplar. Brand Attachment describes the attachment construct, its relationship to other constructs, the nature of brand-self connections, and the role of strategic brand exemplars in creating these connections.

The authors also examine theoretical and managerial issues around this topic.



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