Brand Attachment: Construct, Consequences and Causes

by Deborah J. MacInnis, C. Whan Park, Joseph Priester

Work on relationship marketing suggests that developing strong relationships between consumers and brands is important given their implications for customer loyalty and price insensitivity. In turn, these customer responses can lower costs and increase company revenues. Brand Attachment provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate...

• Format: Paperback
• Language: English
• ISBN: 1601981007
• ISBN13: 9781601981004
• Release Date: January 2008
• Publisher: Now Publishers
• Length: 52 Pages
• Weight: 0.19 lbs.
• Dimensions: 0.1" x 6.1" x 9.2"