Attachment–Aversion (AA) Model of Customer–Brand Relationships

Journal of Consumer Psychology 23, 2 (2013) 229–248

20 Pages Posted: 23 May 2014

See all articles by C.W. Park

C.W. Park

University of Southern California - Marshall School of Business

Andreas B. Eisingerich

Imperial College London

Jason Whan Park

City University of Hong Kong

Date Written: January 2013

Abstract

The present paper proposes a customer–brand relationships model and empirically tests the following: (1) brand–self distance and brand prominence as representing customers' attachment–aversion relationships (AA Relationships) with a brand, (2) key distinguishing differences between the AA Relationships measure and other alternative relationship measures (i.e., brand attachment, emotional valence and brand attitude strength) based on a set of dependent variables, (3) three key determinants of the AA Relationships and the underlying process between the AA Relationships and behavioral intentions and actual brand behaviors, and (4) customer age as moderating the customer–brand relationships specified in the nomological model of the AA Relationships. The results offer strong support for the unique and important contribution of the AA Relationships model as representing consumers' relationship valence with a brand and its salience.

Keywords: Attachment; Aversion; Customer–brand relationships; Pro-brand behaviors; Anti-brand behaviors

Suggested Citation

Park, Choong Whan and Eisingerich, Andreas B. and Park, Jason Whan, Attachment–Aversion (AA) Model of Customer–Brand Relationships (January 2013). Journal of Consumer Psychology 23, 2 (2013) 229–248. Available at SSRN: https://ssrn.com/abstract=2439836

Choong Whan Park

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States

Andreas B. Eisingerich (Contact Author)

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)

Jason Whan Park

City University of Hong Kong ( email )

Room G7405, 7/F Academic Building
Department of Management, Tat Chee Avenue
Kowloon, Kowloon 220
Hong Kong
(852) 3442 7210 (Phone)
(852) 3442 0309 (Fax)

HOME PAGE: http://www.cb.cityu.edu.hk/Portfolio/Staff.cfm?EID=jwpark

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