Antecedents and consequences of brand attachment: A literature review and research agenda

Hemsley‐Brown, Jane

doi:10.1111/ijcs.12853

Cited by 30 publications

(19 citation statements)

References 99 publications

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“…When considering consumers' sensitivity to breaching the brand-consumer relationship contract, brand misconducting behaviours may result in brand transgression. This would cause negative consumer behaviour (Bechwati & Morrin, 2003;Sierra et al, 2010;Sayin & Gürhan-Canlı, 2015;Khamitov et al, 2020;Hemsley-Brown, 2022). We support this assumption in this study because the severity of brand transgressions increases consumers' privacy concerns and, as a result, lowers their trust beliefs.…”

Section: Theoretical Implicationssupporting

confidence: 66%

How do brand policy updates turn into transgressions and impact consumers’ continuance intentions?

Sahin

2023

bmij

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The concept of the digital economy is being implemented more quickly nowadays. Digital services are one of the pillars of the digital economy. The consumers of those services and their information-sharing intentions play a crucial role since the sustainable consumer information flow fuels big data. From a marketing perspective, as a digital service brand, this study examines the roles of privacy concerns and brand transgression interaction effects on consumers' intentions to continue using instant messaging services. Because realistic privacy risks have been difficult to replicate using experimental techniques, this study focused on one of the most well-known digital service brands' most recent violations of a privacy policy update. Based on survey data from 422 related digital service consumers, the results show that brand transgression severity increases consumers' privacy concerns. Privacy concerns are a significant indirect antecedent to the continuation of digital services. Consumers' trust, belief, and perceived risk mediate the relationship between privacy concerns and information disclosure intention. And in digital services, information disclosure intention is an important factor that affects consumers' intentions to continue using this service.

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Section: Theoretical Implicationssupporting

confidence: 66%

How do brand policy updates turn into transgressions and impact consumers’ continuance intentions?

Sahin

2023

bmij

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“…The researchers believe that consumers' willingness to pay a premium is influenced by their attachment to the brand. Consumers who love a brand will continue to buy them even if the price rises (Hemsley-Brown, 2022). They tend to bond strongly with the brands they patronize, making them less sensitive to price changes (Wallace et al, 2022).…”

Section: 4mentioning

confidence: 99%

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

Natarajan,

Veera Raghavan

2023

IJQSS

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Purpose Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested. Design/methodology/approach The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM. Findings The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store. Research limitations/implications The study is conducted in the Indian population, where omnichannel retailing is still nascent. Originality/value This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

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“…These studies revealed that consumers' judgments significantly shape emotional brand connections. Moreover, the impact of brand feelings on brand resonance has been examined through brand attachment (Hemsley- Brown, 2022). Research has also explored brand feeling's mediation in various contexts including fast-food (Yang and Choi, 2022) and Internet services (Durmaz, 2022).…”

Section: Validationmentioning

confidence: 99%

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

Bandyopadhyay,

Hall,

Wong

et al. 2023

APJML

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PurposeThis study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine “regions.”Design/methodology/approachThe authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30 years old and had consumed regional wine in the last 3 months through an online consumer panel survey.FindingsBy testing competing CBBE models, the main research model was found to have the greatest predictive ability, due to its inclusion of both the rational and emotional paths and the cross-over effect between consumer brand judgment and brand feeling. This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing.Originality/valueThis study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al. (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature. Furthermore, it adds to the marketing and wine-marketing literature by extending the concept of the brand to other attributes in consumer choice, such as a wine region as outlined by Giacomarra et al. (2020). Thus, this study advances the existing branding knowledge in a practical sense, which enables regional wine marketers and wine retailers to undertake promotional and product development strategies accordingly.

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Antecedents and consequences of brand attachment: A literature review and research agenda

Cited by 30 publications

References 99 publications

How do brand policy updates turn into transgressions and impact consumers’ continuance intentions?

How do brand policy updates turn into transgressions and impact consumers’ continuance intentions?

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

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