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" Brand attachment : "
C. Whan Park, Deborah J. MacInnis, Joseph Priester.
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BL
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| Record Number
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956423
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| Doc. No
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b710793
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| Main Entry
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Park, C. Whan.
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| Title & Author
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Brand attachment : : constructs, consequences and causes /\ C. Whan Park, Deborah J. MacInnis, Joseph Priester.
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| Publication Statement
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Boston :: Now,, ©2008.
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| Series Statement
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Foundations and trends in marketing ;; Vol. 1, no. 3
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| Page. NO
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1 online resource (ix, 40 pages) :: illustrations
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| ISBN
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1601981015
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: 9781601981011
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1601981007
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9781601981004
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| Bibliographies/Indexes
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Includes bibliographical references (pages 31-40).
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| Contents
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Abstract -- Introduction -- The attachment construct -- What is attachment? -- Brand attachment -- Why is attachment important to brand equity management? -- What causes attachment? -- Bases for attachment -- Mental representation of brand memory -- Strategic brand exemplars -- Characteristics of strategic brand exemplars -- Benefits of a strategic brand exemplar -- Discussion -- References.
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| Abstract
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This review examines four key issues involved in developing and establishing strong brand relationships with its customers. The first concerns the meaning of "brand attachment" and its critical consequences for brand equity. The second concerns outcomes of brand attachment to customers and the firm. The third concerns the causes of brand attachment. We articulate the process by which strong brand attachment is created through meaningful personal connections between the brand and its customers. We also articulate the identification and management of a strategic brand exemplar that allows the firm to create brand attachment and sustain and grow the brand's competitive advantages.
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Brand loyalty.
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Consumer behavior-- Psychological aspects.
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Brand loyalty.
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Consumer behavior-- Psychological aspects.
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| Dewey Classification
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658.827
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| LC Classification
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HF5415.32.P373 2008
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| Added Entry
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MacInnis, Deborah J.
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Priester, Joseph R.,1960-
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