The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

Gilal Faheem Gul (), Gilal Naeem Gul (), Gilal Rukhsana Gul (), Gong Zhenxing (), Gilal Waseem Gul () and Tunio Muhammad Nawaz ()
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Gilal Faheem Gul: Department of Business Administration, Sukkur IBA University, Sukkur, Sindh, 65200, Pakistan
Gilal Naeem Gul: School of Management, Huazhong University of Science and Technology, 1037 Luoyu Rd, Hongshan, Wuhan, Hubei, China, 430074
Gilal Rukhsana Gul: Department of Business Administration, Sukkur IBA University, Sukkur, Sindh, Pakistan
Gong Zhenxing: School of Business, Liaocheng University, No.1 Hunan Road, Liaocheng City, Shandong Province, China
Gilal Waseem Gul: Sukkur IBA University – Department of Business Administration Sukkur, SindhPakistan
Tunio Muhammad Nawaz: Alpen-Adria-Universität Klagenfurt, Kärnten, Austria

Journal of Management and Business Administration. Central Europe, 2021, vol. 29, issue 1, 14-38

Abstract: Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships.

Keywords: brand attachment; brand passion; purchase intention; product involvement; young consumers (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:29:y:2021:i:1:p:14-38:n:2

DOI: 10.7206/cemj.2658-0845.39

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