An Alternative Approach to the Measurement of Emotional Attachment

Jiménez, Fernando R.; Voss, Kevin E.

doi:10.1002/mar.20700

Cited by 59 publications

(51 citation statements)

References 48 publications

(97 reference statements)

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“…Their scale also shows that brand attachment predicts outcomes like brand loyalty and brand advocacy behaviors. (See also Jiménez & Voss, 2014, for a discussion of scales assessing brand attachment).…”

Section: The Relationship‐focused Research Streammentioning

confidence: 99%

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

2017

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We review a growing body of research in consumer behavior that has examined when consumers humanize brands by perceiving them as like, part of, or in a relationship with themselves. One research stream shows that sometimes consumers perceive brands as having human‐like forms, minds, and personality characteristics. A second stream identifies ways that a consumer perceives a brand as being congruent with or connected to the self. Finally, a third highlights that consumers can view brands in ways that are analogous to the types of relationships they have with people. We review research in these three areas and point out connections among these research streams. In part, we accomplish this by showing that factors associated with the SEEK model, which are designed to explain anthropomorphic tendencies, are also relevant to other ways of humanizing brands. We identify major propositions derived from this research and several areas for which additional research is needed. We conclude with recommendations for the many opportunities for expanding our conceptual and empirical understanding of this domain.

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Section: The Relationship‐focused Research Streammentioning

confidence: 99%

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

2017

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“…Regarding dimensionality, although most of the studies that analyzed a single construct proposed a single dimension, the most recent empirical models were multidimensional. This was the case of the attachment models proposed by Fedorikhin et al (2008), Grisaffe andNguyen (2011), andJimenez andVoss (2014). The engagement model was proposed by Javornik and Mandelli (2012) and the brand love models were proposed by Carroll and Ahuvia (2006), Hwang and Kandampully (2012), Rageh and Spinelli (2012), Fetscherin (2014), Huber et al (2015), Dalman et al (2017), Delgado-Ballester et al (2017), and Algharabat (2017).…”

Section: Measurement: An Overview Of Past Empirical Studiesmentioning

confidence: 99%

“…Sci. 2018, 8, 10 4 of 19 Jimenez and Voss (2014). The engagement model was proposed by Javornik and Mandelli (2012) and the brand love models were proposed by Carroll and Ahuvia (2006), Hwang and Kandampully (2012), Rageh and Spinelly (2012), Fetscherin (2014)…”

Section: Conceptual Proposalmentioning

confidence: 99%

Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

Suárez

2019

Administrative Sciences

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This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter.

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“…As self‐brand connections take time and experience to develop (Park et al., ), consumers only attach to a small number of brands (Thomson et al., ). Although emotional brand attachment is hence far from easy to induce, it is a highly relevant branding objective due to its relation to various desirable marketing consequences (Jiménez & Voss, ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Although emotional brand attachment is hence far from easy to induce, it is a highly relevant branding objective due to its relation to various desirable marketing consequences (Jiménez & Voss, 2014).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The role of actual, ideal, and ought self‐congruence in the consumption of hedonic versus utilitarian brands

Hüber

Eisele

Meyer

2017

Psychology and Marketing

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To emotionally attach consumers to a brand and inspire brand loyalty, marketers often target the brand personality towards the consumer's actual or ideal self. The self is not limited to its actual and ideal dimension, however, and motivation to approach a desired self may vary depending on the consumer's personality. Thus, the current research is the first to link self-congruence to self-discrepancy theory by incorporating the ought self into the self-congruence framework and taking into account self-discrepancies as potential moderators of the self-congruence effect.Additionally, hedonic brand nature is discussed as important condition for self-congruence and self-discrepancies exhibiting their fullest effect. The conducted study focuses on how actual, ideal, and ought self-congruence influence emotional brand attachment and consequently brand loyalty. For brands of primary hedonic nature, findings confirm actual and ideal self-congruence as drivers of emotional brand attachment, which in turn increases brand loyalty, while ought self-congruence influences brand loyalty directly. Moreover, self-discrepancies moderate the described relations, albeit their effect is contrary to theory-based expectations. From these findings, the authors derive important implications for business practice and future research. K E Y W O R D Sbrand loyalty, brand nature, emotional brand attachment, ought self-congruence, self-discrepancy

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An Alternative Approach to the Measurement of Emotional Attachment

Cited by 59 publications

References 48 publications

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

The role of actual, ideal, and ought self‐congruence in the consumption of hedonic versus utilitarian brands

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