Brand Attachment

Although brands offer different kinds of rewards through their loyalty programs, little is known about how they can impact consumer-brand relationships and brand attitude. How do loyalty program rewards influence the consumer-brand relationship? And which kinds of rewards establish or maintain closer relationships between consumers and brands than others? To answer these questions, the present research makes use of self-expansion theory (Aron & Aron, 1986) and two experiments that manipulate the extraordinary character of rewards offered to consumers. Our findings show that special rewards produce higher self-expansion than mundane rewards. Moreover, the positive effect of the rewards' extraordinary character on brand evaluation, recommendation, and identification is sequentially and fully mediated by self-brand inclusion and self-expansion. Finally, we show that consumer satisfaction moderates the impact of special and mundane rewards on self-brand inclusion. KEYWORDS brand inclusion, brand relationships, loyalty program, satisfaction, self-expansion, special reward The authors thank the editor and the anonymous reviewers for their very helpful and insightful comments. The preparation of this article was supported by IPAG Business School and the Chair Brands & Values at IAE Paris-Sorbonne, we are grateful for the support of its members. 2

‘The attachment of Scottish consumers to the Nutella brand’

The research is on brand attachment, “Why Scottish customers continue to be loyal to the Nutella brand whereas the economical situation should push them to buy brand less product much cheaper?” 
The research focus is linked to marketing field, more particularly in relational marketing, which includes consumer behavior principles such as brand loyalty.

Many articles from scientific journals (i.e. "The Journal of Consumer Research"), professional journals (i.e. "Weekly Consumer"), Books (i.e. "Consumer Behavior"), thesis or blogs and internet publications discuss this paradox and propose different point of views to explain the attitude of consumer toward international brand like Nuttela, Coca-Cola, Levis, etc.  All the documents we used were available either at the University library or under internet particularly with Google scholar. 

Mixed Method Approach is the more adapted to survey strategies. The approach structure will start with qualitative data collection before conducting quantitative data collection. According to the literature review it will be necessary to conduct interview to better know about consumers’ consumption habits on chocolate spread. Following these interviews, using quantitative method instrument will gather more details on the attachment degree of Nutella's consumer to their preferred brand. We didn't perform a case study because our research was not suited for it. In term of time horizon cross-sectional position is justify by the fact of the time and resource limitation. Adapted to those constraints 10 interview are conducts. For the quantitative research, the sample concern 50 people from age 12 to 45. Indeed Nutella consumers are mostly in this age range. The preliminary findings indicate that consumers have a good knowledge of the Nutella brand and that there is a strong relation Nutella brand/consumers.

In ethical terms, adopting a more neutral position will permit the respondent to be free to answer, or not our questions. Being careful to have participants in good feeling position about their consumption habits is important. In fact the major constraint was that the interviewees do not feel judged relatively to their purchase, especially if their buying habits link to financial issues.

The creation and management of customer relationships is fundamental to the practice
of marketing. Marketers have long maintained a keen interest in relationships: what
they are, why they are formed, what effects they have on consumers and the marketplace,
how they can be measured and when and how they evolve and decline.
While marketing research has a long tradition in the study of business relationships
between manufacturers and suppliers and buyers and sellers, attention in the past
decade has expanded to the relationships that form between consumers and their
brands (such as products, stores, celebrities, companies or countries). The aim of this
book is to advance knowledge about consumer–brand relationships by disseminating
new research that pushes beyond theory, to applications and practical implications of
brand relationships that businesses can apply to their own marketing strategies.
With contributions from an impressive array of scholars from around the world,
this volume will provide students and researchers with a useful launch pad for further
research in this blossoming area

Purpose
Previous research has shown that business-to-business (B2B) brand image has positive effects on customer loyalty. However, the results have been inconsistent because they have highlighted that B2B brand image has either direct or mediated effects on loyalty. Drawing on the framework of service transition, this study develops and tests a model that reconciles previous findings. This model suggests that goods-related and service-related B2B brand images coexist in customers’ perceptions and impact customer loyalty in different ways.

Design/methodology/approach
A model was developed and estimated using covariance-based structural equation modeling. The data used in the analysis were collected through a survey in the Italian healthcare industry, focusing on the relationship between hearing aid manufacturers and audiologists.

Findings
Both goods-related and service-related B2B brand images have positive effects on loyalty. However, while the effects of goods-related image on loyalty are fully mediated by satisfaction, service-related image has both direct and mediated effects on loyalty.

Research limitations/implications
This study reconciles previous work arguing that B2B brand image has either direct or mediated effects on loyalty by focusing on the transition from a goods-oriented logic for branding to service branding. In particular, the analysis focuses on the role of the brand in the co-creation process, suggesting that a service-related brand image reflects the value unfolding over time through co-created experiences. However, additional research needs to be conducted in other industries before the results can be generalized.

Practical implications
The findings provide managers with insights for the co-creation of their B2B brand images. In particular, the results urge managers to integrate the traditional goods-oriented approach to branding with service branding, showing that enriching B2B brand image with service-related aspects will have a direct and positive effect on loyalty. However, brand image cannot be created or changed unilaterally by the firm as it is determined by the customer based on co-creation experiences.

Originality/value
This is the first study to explicitly and separately consider the effects of goods-related and service-related aspects of B2B brand image on loyalty. It also one of the first studies to apply service logic to B2B branding issues.

The purpose of this study is to determine the effects of customer based brand equity dimensions that only generated through marketing communications on customer based brand equity in the Jordanian market for mobile phones. 471 self-administrative questionnaires were analyzed through structural equation modeling to test hypotheses. The results of the analyses showed that brand associations, brand awareness, brand loyalty, and perceived quality have significant effects on customer based brand equity. However, brand trust and brand attachments have no significant effects. This research contributes by developing a valid and reliable model of brand equity’s dimensions as and output of marketing communications and their effects on customer based brand equity, while also giving the opportunities for marketers to know how the consumers perceive the marketing communications. And also it opens doors for new researches to study why trust and attachments as an output of marketing communications do not actually affecting customer based brand equity.

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand relationship elasticity is .439. More importantly, results demonstrate under what conditions various types of brand relationships increase loyalty. For example, while elasticities are generally highest for love-based and attachment-based brand relationships, the positive influence of brand relationships on customer brand loyalty is stronger in more recent (vs. earlier) years, for non-status (vs. status) and publicly (vs. privately) consumed brands as well as for estimates using attitudinal (vs. behavioral) customer brand loyalty. Overall, the results suggest that brand relationship elasticities vary considerably across brand, loyalty, time, and consumer characteristics. Drawing on these findings, the current research advances implications for managers and scholars and provide avenues for future research.

Purpose Branding creates the distinctive image and identification whereas rebranding assures the customers on the quality aspects. It would also lead those customers to act as recommenders of their brands through positive word of mouth. In a hostile market where the brand is negatively publicized, the effects of rebranding on the brand attachment among the regular customers is focused in this study. Methodology The study analyzed the responses of 287 regular customers of local packaged milk brand X. Interview schedule was used to help the respondents to understand and respond to the questions posed to them. Findings The results conclude that in habitual buying, though the negative remarks in the market affects the rebrand trust negatively, the brand experience influences the brand satisfaction and the brand attachment than the rebrand trust. Research limitations The study was focused on the single product and single privately owned local brand X. Other public and private brands were not considered for the study. Practical implications The study could help the brand managers, marketing managers and retailers to devise rebranding strategies to create the bonding between their brands and their customers. Social Implications The study could make it clear that rebranding is still a complex task for the marketers to again win the trust of its customers. It would enable them to pay more attention to quality than anything else

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari gaya hidup, kelompok rujukan dan keterikatan merek terhadap keputusan pembelian smartphone Samsung pada konsumen Samsung di Universitas Brawijaya. Penelitian ini menggunakan sampel sebanyak 143 responden yang diambil dari populasi pengguna smartphone Samsung di Universitas Brawijaya. Pengambilan sampel menggunakan teknik purposive sampling, adapun kriteria yang dipilih yaitu : mahasiswa aktif dan pengguna smartphone Samsung. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas dan uji reliabilitas. Metode analisis data yang digunakan dalam penelitian ini menggunakan analisis regresi berganda. Untuk menguji persamaan regresi, dilakukan uji asumsi klasik. Uji hipotesis menggunakan uji f (uji simultan) dan uji t (uji parsial). Hasil penelitian menunjukkan bahwa gaya hidup, kelompok rujukan dan keterikatan merek secara bersama-sama berpengaruh positif terhadap keputusan pembelian smartphone Samsung (Fhitung 36,846 > Ftabel 2,669). Secara parsial menunjukkan bahwa gaya hidup berpengaruh positif terhadap keputusan pembelian smartphone Samsung (Thitung 3,021 > Ttabel 1,977), kelompok rujukan berpengaruh secara positif terhadap keputusan pembelian smartphone Samsung (Thitung 2,493 > Ttabel 1,977) dan keterikatan merek berpengaruh secara positif terhadap keputusan pembelian smartphone Samsung (Thitung 5,756 > Ttabel 1,977). Secara dominan, keterikatan merek mempunyai pengaruh secara dominan terhadap keputusan pembelian smartphone

Purpose-This study aims to investigate how luxury brand attachment (LBA) and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers' need for uniqueness (CNFU) and private vs public consumption is examined. Design/methodology/approach-Data were collected from a consumer panel in Australia. A total of 365 valid and useable responses were analysed through structural equation modelling in AMOS 26. Findings-The results show that LBA has a significant impact on perceived envy. Consumers' perceived envy also results in schadenfreude. However, LBA did not have any significant impact on schadenfreude. The moderating influence of CNFU is partially supported. This research further confirms that consumers' public consumption has more relevance to visible social comparison and potential feelings of malicious envy towards others. Practical implications-The research model may work as a strategic tool to identify, which group of consumers (e.g. high vs low attachment) displays stronger envy and schadenfreude. Brand managers can also explore the personality traits and psychological dynamics that influence the consumers to express emotional bonds and malicious joy within the context of consumer-brand relationships. Originality/value-This is one of the first few studies that have examined the relationships amongst consumers' brand attachment, perceived envy, schadenfreude and need for uniqueness within a luxury branding context.

Advancement of nformatton communncatton technologges changed the speed and the structure of how nddvvduals and brands communncate wwth each other. Soccal medda conssts of varous forms of elect-ronc communcaton through whch users create onlne communtes to share nformaton, deas, personal messages, and other contents. Along wwth the structure of communncatton between nddvv-duals, soccal medda has also transformed the way corporattons communncate wwth theer publlcs. Whhle more and more nddvvduals parttccpate n soccal medda platforms, t gradually became a necesssty for corporattons to have a strong presence on these platforms. Corporattons create and apply strategges n soccal medda both for theer corporate and brand communncatton acttvvttes. Today, many consumers gather nformatton about brands from soccal medda platforms and ssmmlarly, they ddduse theer deas and experrences about brands on soccal medda platforms as well. Due to the ncrease n nddvvdual-brand nteracttons, nddvvduals are able to engage wwth brands and thhs engagement reveals many opportunn-ttes for brand communncatton strategges. erefore, t s mportant for brands to determmne the factors that may ncrease brand engagement and ts eeeccency. Followwng a quantttattve approach, thhs research seeks to nvesttgate brand attachment, brand aaect, perceeved brand quallty and brand trust's eeects on soccal medda consumer engagement through an empprrcal model. Data has been gathered through a questtonnaare form that consssts of scales from prevvous research. In llght of the data collected through questtonnaares, the research model has been tested ussng structural equatton modellng and the ffnddngs have been ddscussed.

Purpose Branding creates the distinctive image and identification whereas rebranding assures the customers on the quality aspects. It would also lead those customers to act as recommenders of their brands through positive word of mouth. In a hostile market where the brand is negatively publicized, the effects of rebranding on the brand attachment among the regular customers is focused in this study. Methodology The study analyzed the responses of 287 regular customers of local packaged milk brand X. Interview schedule was used to help the respondents to understand and respond to the questions posed to them. Findings The results conclude that in habitual buying, though the negative remarks in the market affects the rebrand trust negatively, the brand experience influences the brand satisfaction and the brand attachment than the rebrand trust. Research limitations The study was focused on the single product and single privately owned local brand X. Other public and private brands were not considered for the study. Practical implications The study could help the brand managers, marketing managers and retailers to devise rebranding strategies to create the bonding between their brands and their customers. Customer Bonding in a Hostile Market Environment Social Implications The study could make it clear that rebranding is still a complex task for the marketers to again win the trust of its customers. It would enable them to pay more attention to quality than anything else.

The number of defective, unsafe or dangerous products recalled from the market has been increasing markedly in the last few years, very firm should develop a strategic plan to manage such crises. Nonetheless companies are still often unprepared to deal with such events and scientific knowledge on this issue is still scarce. The purpose of this paper is to contribute to enhance our knowledge on this issue, by investigating through a comprehensive model the effect of the following four-recall brand attitudes: the time taken to start the recall after the primary signals of potential injuries arose; responsible recall management; opportunistic recall management; the blame attributed to the company for the defective, unsafe or dangerous products. The model is tested through an experiment involving 217 subjects, showing that responsible recall management is positively related to post-recall brand attitude, while time, opportunistic recall management and blame have a negative relationship with post-recall brand attitude. Some useful strategic insights are derived from the results of the stu their sincere concern for their consumers , and avoiding every opportunistic behavior (such as trying to make consumers buy the. 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of 8 th International Strategic Management Conference

The analytical study focus on the examination explores, the degree to which organizational commitment directs the connection between job satisfaction and organizational citizenship behavior (OCB) among individuals as employees of IT industry. The current exploration analyzed the connections between Organizational Citizenship Behavior, Organizational Commitment and Job Satisfaction relying upon the assessments of workers of various IT organizations. We originally conjectured a noteworthy connection between work satisfaction and OCB, in view of hypothesis and writing that supports such a relationship. The relationship was demonstrated to be huge, and H1 was supported and there is a positive connection between work satisfaction and OCB

Practitioners in the luxury industry have emphasized building a strong emotional connection between the consumers and brands (Rambough, 2020; Sciarrino, 2021). The president of the luxury automobile brand Cadillac has referred to his brand's competitive advantage of having a strong emotional connection with the consumers (Naughton, 2018). Advertising campaigns such as Dior's "The Future is Gold" often reflect consumers' strong affection for the brand (Bain, 2016). The significance of the consumers' affective bond with the brand has also been reflected in product design. For instance, the 2018 Mercedes-Benz A-Class compact luxury hatchback includes a new media system for making the car "a mobile assistant" with the intention

Purpose The purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relationships. Design/methodology/approach The study is based on a survey of 432 respondents, and the data are analysed using the structural equation modelling approach. Findings This study empirically supports that brand attachment and attachment styles (i.e. anxiety attachment and avoidance attachment) are distinct. Brand attachment influences consumers’ not only positive behaviour (i.e. brand loyalty) but also negative behaviours, such as trash-talking, schadenfreude and anti-brand actions. The findings of the study suggest that only avoidance attachment style moderates the relationships between brand attachment and these consumer behaviours. The link between brand attachment and brand loyalty is attenuated for high-attachment-avoidance consumers. In con...

The analytical study focus on the examination explores, the degree to which organizational commitment directs the connection between job satisfaction and organizational citizenship behavior (OCB) among individuals as employees of IT industry. The current exploration analyzed the connections between Organizational Citizenship Behavior, Organizational Commitment and Job Satisfaction relying upon the assessments of workers of various IT organizations. We originally conjectured a noteworthy connection between work satisfaction and OCB, in view of hypothesis and writing that supports such a relationship. The relationship was demonstrated to be huge, and H1 was supported and there is a positive connection between work satisfaction and OCB.

Despite being ethically concerned, sometimes ethically minded consumers opted for unethical brands. This research aims to uncover the underlying reasons and the role of self-congruence theory to bridge this intention-behavior gap. This paper analyses the impact of actual self-concept (ASC) and ideal self-congruence (ISC) on different dimensions of ethically minded consumer behavior (EMCB) in presence of brand attachment (BA) as mediator. Structural equation modeling (SEM) is used to investigate these issues in a sample of 674 respondents. The results reveal that the positively significant relationship of the ASC and ISC with the dimensions of EMCB is negatively mediated by BA. For managers, findings offer a strategical direction and real-world approach to improving BA and ethical concerns simultaneously without exploiting customer's actual self while promising a strong customer value. This study develops holistic theoretical model that addresses the intention-behavior gap in sustainable development literature and enhances the understanding of self-congruence and ethically minded consumption where brands are involved.

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about
the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love,
identification) drive loyalty better in some cultural and institutional contexts than others.

The branding process can be classified as business- and consumer-based branding. The current study introduces a model proposal to the consumer-based branding process. The model focuses on identifying and analyzing the process between consumers’ perceptual benefits and emotional brand attachment. The related process focuses on the relationship between product performance, brand preference, subjective brand knowledge, self-based brand engagement and emotional brand attachment factors. The basic assumption of the model is that a consumer first benefits on the basis of brand performance, this benefit triggers brand preference, then this preference turns into subjective brand knowledge, brand knowledge supports consumer’s self-based brand engagement, and eventually leads to emotional brand attachment. The analysis is based on the assumption that the consumer performs five main factors modeled in branding perception in the chain / sequential order.