Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

52 Pages Posted: 14 May 2010 Last revised: 20 Nov 2012

See all articles by C.W. Park

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

Andreas B. Eisingerich

Imperial College London

Dawn Iacobucci

Vanderbilt University - Marketing

Date Written: May 12, 2010

Abstract

Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (a) consumers’ intentions to perform difficult behaviors (those they regard as utilizing consumer resources), (b) actual purchase behaviors, (c) brand purchase share (the share of a brand among directly competing brands), and (d) need share (the extent to which consumers rely on a brand to address relevant needs including those brands in substitutable product categories).

Keywords: Brand management, consumer behavior, marketing strategy, brand attachment, attitude strength

Suggested Citation

Park, Choong Whan and MacInnis, Deborah J. and Priester, Joseph R. and Eisingerich, Andreas B. and Iacobucci, Dawn, Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers (May 12, 2010). Journal of Marketing, Forthcoming; Marshall School of Business Working Paper No. MKT 16-10. Available at SSRN: https://ssrn.com/abstract=1605782

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

Andreas B. Eisingerich

Imperial College London ( email )

South Kensington Campus
Exhibition Road
London, Greater London SW7 2AZ
United Kingdom
44(0)20-7594-9763 (Phone)
44(0)20-7823-7685 (Fax)

Dawn Iacobucci

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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