Antecedents of emotional attachment to brands

Douglas B. Grisaffe and Hieu P. Nguyen

Journal of Business Research, 2011, vol. 64, issue 10, 1052-1059

Abstract: Marketers desire exclusive brand repurchase. This can occur when customers develop deep emotional "bonds" with brands, as elaborated in the emotional attachment to brands construct. To create emotionally attached repurchase, marketers must understand controllable antecedents of the phenomenon. However, a comprehensive study of antecedents is missing from the literature. We use qualitative methods to derive five primary antecedents of emotional attachment to brands. Our summary model allows for simultaneous operation of multiple antecedents, as we consistently observed in our data. We offer applied suggestions for leveraging antecedents to evoke exclusive repurchase based on emotional attachment to brands.

Keywords: Emotional; attachment; Affective; loyalty; Brand; loyalty; Repurchase (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (54)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:10:p:1052-1059

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