Abstract

http://ssrn.com/abstract=961467
 
 

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Brand Attachment and Management of a Strategic Brand Exemplar


C.W. Park


University of Southern California - Marshall School of Business

Deborah J. MacInnis


University of Southern California - Marketing Department

Joseph R. Priester


University of Southern California - Marshall School of Business


HANDBOOK OF BRAND AND EXPERIENCE MANAGEMENT, Bernd H. Schmitt, ed., Elgar Publishing, 2007

Abstract:     
This chapter examines three key issues in developing and establishing strong brand relationships with its customers. The first issue addresses the concept of attachment as a distinctive higher order construct that bears critical implications for the enhancement of brand equity. The second key issue addresses how a brand may be able to create a meaningful personal connection with its customers in order to create and establish brand attachment. Here, three different brand-self associations are introduced. The third and final issue addresses the importance of the strategic brand exemplar as the most fundamental tool that offers a firm valuable opportunity for the brand's sustainable competitive advantages and growth. The essential requirement for this opportunity to be realized is the firm's strategic choice of a brand's exemplar and the carefully executed strategy to manage the exemplar over time so as to nurture and accumulate its effects.

Number of Pages in PDF File: 36

Keywords: brand attachment, strategic brand exemplar

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Date posted: February 8, 2007  

Suggested Citation

Park, C.W. and MacInnis, Deborah J. and Priester, Joseph R., Brand Attachment and Management of a Strategic Brand Exemplar. HANDBOOK OF BRAND AND EXPERIENCE MANAGEMENT, Bernd H. Schmitt, ed., Elgar Publishing, 2007. Available at SSRN: http://ssrn.com/abstract=961467

Contact Information

Choong Whan Park (Contact Author)
University of Southern California - Marshall School of Business ( email )
701 Exposition Blvd
Los Angeles, CA 90089
United States
Deborah J. MacInnis
University of Southern California - Marketing Department ( email )
Hoffman Hall 701
Los Angeles, CA 90089-1427
United States
Joseph R. Priester
University of Southern California - Marshall School of Business ( email )
701 Exposition Blvd
Los Angeles, CA 90089
United States
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