Antecedents of emotional attachment to brands

• Published in: Journal of business research Vol. 64; no. 10; pp. 1052 - 1059
• Main Authors: Grisaffe, Douglas B., Nguyen, Hieu P.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.10.2011; Elsevier; Elsevier Sequoia S.A
• Series: Journal of Business Research
• Subjects: Affective loyalty; Antecedents; Attachment; Brand loyalty; Brands; Consumer behavior; Customers; Economic analysis; Economic behaviour; Economic psychology; Emotion; Emotional attachment; Emotional attachment Affective loyalty Brand loyalty Repurchase; Emotions; Loyalty; Markentreue; Performance-Messung; Qualitative research; Repurchase; Simulation; Studies; Emotional attachment; Brand loyalty; Repurchase; Affective loyalty
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2010.11.002

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.