Examination of the Self Structure, Interpersonal Influence, Trust and Brand Attitude as Antecedents of the Emotional Brand Attachment

Erciş, Aysel; Yıldız, Tuğba; Türk, Bahar

doi:10.20460/jgsm.2020.281

Cited by 1 publication

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“…These studies have usually proposed three types of relationships between these constructs: Satisfaction as an antecedent of attachment ( e.g. Chen and Dwyer, 2018; Ercis et al , 2019; Ramkissoon et al , 2018, etc. ); Attachment as an antecedent of satisfaction ( e.g.…”

Section: Introductionmentioning

confidence: 99%

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Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

Guru,

Paulssen,

Japutra

2024

EJM

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Purpose This study aims to extend research in marketing on two important relational constructs, customer satisfaction and brand attachment, by comparing their long-term effects on customer behaviors with different levels of performance difficulty in a relatively understudied domain of durable products. Design/methodology/approach Using a two-stage quantitative study with US customers from five durable product categories, the authors first explored the hierarchy of customers’ loyalty behaviors based on increasing effort in a pretest study (N = 675). Then, the authors tested the effectiveness of satisfaction and brand attachment for customers’ loyalty behaviors over a nine-month period in a longitudinal study (N = 2,284) with customers from the same product categories. Findings Compared to satisfaction, brand attachment emerges as a stronger long-term predictor of customer behaviors. The performance difficulty of customer behaviors positively moderates the impact of brand attachment and negatively moderates the impact of customer satisfaction. Brand attachment is particularly effective in predicting difficult-to-perform customer behaviors, which require customers to expend resources such as time and money. Customer satisfaction is mainly effective for predicting easy-to-perform behaviors, but its long-term impact is significantly lower for easy-to-perform behaviors than brand attachment. Research limitations/implications The use of consumer durables in the study and samples from only one country restricts the generalizability of the findings. Practical implications The complementary roles of customer satisfaction and brand attachment are highlighted. Only satisfying customers is not enough to engage customers in behaviors that require resources such as money, time and energy for the brand. Originality/value A comparative study on the long-term effectiveness of two established relational metrics in explaining different customer behaviors varying in their performance difficulty in an understudied domain of durable products.

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Section: Introductionmentioning

confidence: 99%

“…Satisfaction as an antecedent of attachment ( e.g. Chen and Dwyer, 2018; Ercis et al , 2019; Ramkissoon et al , 2018, etc. );…”

Section: Introductionmentioning

confidence: 99%

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

Guru,

Paulssen,

Japutra

2024

EJM

View full text Add to dashboard Cite

show abstract

Examination of the Self Structure, Interpersonal Influence, Trust and Brand Attitude as Antecedents of the Emotional Brand Attachment

Cited by 1 publication

References 0 publications

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

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