ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

›› 2008, Vol. 16 ›› Issue (4): 606-617.

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Brand Attachment: Construct and Theoretical Evolution

JIANG Yan;DONG Da-Hai   

  1. 1School of Management, Dalian University of Technology, Dalian 116024, China
  • Received:2007-10-09 Revised:1900-01-01 Online:2008-07-15 Published:2008-07-15
  • Contact: JIANG Yan

Abstract: Brand attachment as the strength of the cognitive and emotional bond connecting the brand with the self has become a new focus in the fields of brand affect and brand relationship. Brand attachment can not only effectively predict the higher level of consumer behaviors but also constitute one of the critical sources of brand equity. This paper includes a review of literatures of psychology and marketing, points out attachment theory, brand relationship and self-congruence theory as theoretical basements of brand attachment. This paper analyzes the unidimensionality and multidimensionality of brand attachment’s concept, differentiates it from brand attitude, brand love, brand commitment and brand involvement and examines factors that create brand attachment and the effects of brand attachment on higher order behaviors. Future researches about brand attachment are also presented

Key words: attachment theory, brand attachment, brand attitude, brand relationship, brand commitment

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