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Brand Attachment

Brand Attachment

Copyright: © 2018 |Pages: 116
ISBN13: 9781522549840|ISBN10: 1522549846|EISBN13: 9781522549857
DOI: 10.4018/978-1-5225-4984-0.ch003
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MLA

Giuseppe Pedeliento. "Brand Attachment." Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities, IGI Global, 2018, pp.56-171. https://doi.org/10.4018/978-1-5225-4984-0.ch003

APA

G. Pedeliento (2018). Brand Attachment. IGI Global. https://doi.org/10.4018/978-1-5225-4984-0.ch003

Chicago

Giuseppe Pedeliento. "Brand Attachment." In Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-4984-0.ch003

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Abstract

Among the myriad brand constructs established in the literature, brand attachment is attracting increasing attention among marketing scholars. Initially a loosely defined construct, the definition of brand attachment has improved significantly, and so too has its operationalization. The chapter provides extensive details of the results of a systematic literature review conducted on 102 academic papers published in scientific journals focused on brand attachment or including the construct of brand attachment in the empirical design. First, an updated picture of research on brand attachment is provided. This is followed by a compelling analysis of the concept and of the available measures of brand attachment construct, of its antecedents, and of its outcomes. Finally, a research agenda is provided. The analysis reveals that research on brand attachment—although it has begun in relatively recent times—is gaining momentum in current studies. This is the first systematic literature review on the construct of product attachment published to date.

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