Brand Attachment: Construct, Consequences and Causes (Foundations and Trends(r) in Marketing)

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9781601981004: Brand Attachment: Construct, Consequences and Causes (Foundations and Trends(r) in Marketing)

Brand Attachment provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate it from other constructs arguing that brand attachment is critical to outcome variables that underscore the brand's value to the firm. This monograph adds to the literature by articulating the antecedents to strong brand attachments including both the bases on which strong brand attachments form and the marketing activities that foster them. The authors posit that strong brand-customer attachments derive from the brand's success at creating strong brand self-connections by gratifying, enabling, and/or assuring the self. These successes are themselves contingent on the effectiveness of marketing activities that use affect, typicality, vividness, and rich information to foster a strong brand self connection through a strategic brand exemplar. Brand Attachment describes the attachment construct, its relationship to other constructs, the nature of brand-self connections, and the role of strategic brand exemplars in creating these connections. The authors also examine theoretical and managerial issues around this topic.

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Park, C. Whan
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Book Description Now Publishers Inc, United States, 2008. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****. Brand Attachment provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate it from other constructs arguing that brand attachment is critical to outcome variables that underscore the brand s value to the firm. This monograph adds to the literature by articulating the antecedents to strong brand attachments including both the bases on which strong brand attachments form and the marketing activities that foster them. The authors posit that strong brand-customer attachments derive from the brand s success at creating strong brand self-connections by gratifying, enabling, and/or assuring the self. These successes are themselves contingent on the effectiveness of marketing activities that use affect, typicality, vividness, and rich information to foster a strong brand self connection through a strategic brand exemplar. Brand Attachment describes the attachment construct, its relationship to other constructs, the nature of brand-self connections, and the role of strategic brand exemplars in creating these connections.The authors also examine theoretical and managerial issues around this topic. Bookseller Inventory # AAV9781601981004

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Deborah J. Macinnis, Joseph Priester, C. Whan Park
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Book Description Now Publishers Inc, United States, 2008. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****.Brand Attachment provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate it from other constructs arguing that brand attachment is critical to outcome variables that underscore the brand s value to the firm. This monograph adds to the literature by articulating the antecedents to strong brand attachments including both the bases on which strong brand attachments form and the marketing activities that foster them. The authors posit that strong brand-customer attachments derive from the brand s success at creating strong brand self-connections by gratifying, enabling, and/or assuring the self. These successes are themselves contingent on the effectiveness of marketing activities that use affect, typicality, vividness, and rich information to foster a strong brand self connection through a strategic brand exemplar. Brand Attachment describes the attachment construct, its relationship to other constructs, the nature of brand-self connections, and the role of strategic brand exemplars in creating these connections.The authors also examine theoretical and managerial issues around this topic. Bookseller Inventory # AAV9781601981004

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Book Description Now Publishers. Paperback. Book Condition: New. 52 pages. Dimensions: 9.0in. x 6.0in. x 0.4in.Brand Attachment provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate it from other constructs arguing that brand attachment is critical to outcome variables that underscore the brands value to the firm. This monograph adds to the literature by articulating the antecedents to strong brand attachments including both the bases on which strong brand attachments form and the marketing activities that foster them. The authors posit that strong brand-customer attachments derive from the brands success at creating strong brand self-connections by gratifying, enabling, andor assuring the self. These successes are themselves contingent on the effectiveness of marketing activities that use affect, typicality, vividness, and rich information to foster a strong brand self connection through a strategic brand exemplar. Brand Attachment describes the attachment construct, its relationship to other constructs, the nature of brand-self connections, and the role of strategic brand exemplars in creating these connections. The authors also examine theoretical and managerial issues around this topic. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Bookseller Inventory # 9781601981004

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