Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Journal of Marketing - Tập 74 Số 6 - Trang 1-17 - 2010
C. Whan Park1, Deborah J. MacInnis1, Joseph R. Priester1, Andreas B. Eisingerich2, Dawn Iacobucci3
1Marshall School of Business, University of Southern California
2Imperial College Business School, Imperial College London
3Owen Graduate School of Management, Vanderbilt University

Tóm tắt

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (1) consumers’ intentions to perform difficult behaviors (those they regard as using consumer resources), (2) actual purchase behaviors, (3) brand purchase share (the share of a brand among directly competing brands), and (4) need share (the extent to which consumers rely on a brand to address relevant needs, including those brands in substitutable product categories).

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Journal of Marketing

Tập 74 Số 6

1-17

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