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Beyond Attitudes: Attachment and Consumer Behavior

Seoul National Journal, Vol. 12, No. 2, pp. 3-36

23 Pages Posted: 8 Feb 2007  

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

Abstract

Although attachment theorists have examined the attachment concept in diverse relationship contexts (romantic relationship, kinship, and friendship, etc.), the nomological network of the construct has not been fully delineated. The purpose of the present paper is to develop this nomological network. We define brand attachment as the strength of the cognitive and emotional bond connecting the brand with the self. This definition involves two unique and essential elements: (1) connectedness between the brand and the self and (2) a cognitive and emotional bond, the strength of which evokes a readiness to allocate one's processing resources toward a brand. We examined factors that create brand attachment, the effects of brand attachment on higher order relationship-based exchange behaviors, why attachments (and hence relationships) weaken or terminate, and how they may be measured.

Keywords: brand attachment, nomological network

Suggested Citation

Park, C.W. and MacInnis, Deborah J. and Priester, Joseph R., Beyond Attitudes: Attachment and Consumer Behavior. Seoul National Journal, Vol. 12, No. 2, pp. 3-36. Available at SSRN: https://ssrn.com/abstract=961469

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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