Download E-books Brand Attachment: Construct, Consequences and Causes (Foundations and Trends(r) in Marketing) PDF

Model Attachment presents a theoretical build concerning the components that underlie powerful model relationships. The authors outline the build of name attachment and differentiate it from different constructs arguing that model attachment is important to final result variables that underscore the brand's worth to the company. This monograph provides to the literature by means of articulating the antecedents to robust model attachments together with either the bases on which robust model attachments shape and the selling actions that foster them. The authors posit that powerful brand-customer attachments derive from the brand's good fortune at growing robust model self-connections through enjoyable, allowing, and/or assuring the self. those successes are themselves contingent at the effectiveness of selling actions that use impact, typicality, vividness, and wealthy info to foster a powerful model self connection via a strategic model exemplar. model Attachment describes the attachment build, its dating to different constructs, the character of brand-self connections, and the function of strategic model exemplars in developing those connections. The authors additionally research theoretical and managerial concerns round this subject.

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