Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers
Park, MacInnis, Priester, Eisingerich and Iacobucci, Journal of Marketing 74(6), 2010, 1-17. 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.
Park, MacInnis, Priester, Eisingerich and Iacobucci, Journal of Marketing 74(6), 2010, 1-17. 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.
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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. doi:10.1509/jmkg.74.6.1 https://doi.org/10.1509/jmkg.74.6.1