Dawn Iacobucci

Dawn Iacobucci

Dawn Iacobucci is a researcher and co-author of the 2010 Journal of Marketing paper on brand attachment and brand attitude strength.

Who they are

The work of Dawn Iacobucci reaches this site through the paper listed below. On this site the name is tied to Brand Attachment.

Key papers

Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. What it reports: Defines brand attachment, distinguishes it from attitude strength, develops and validates a short measure. The authors argue that attachment predicts intentions to perform difficult behaviours, actual purchases, share of category requirements among competing brands, and reliance on the brand to meet needs.

Key ideas

Brand Attachment: An emotional bond between a person and a brand, measurable and distinct from satisfaction, involvement and attitude strength.

Sources

  1. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.