Brand Attachment: Constructs, Consequences, and Causes
Brand Attachment: Constructs, Consequences, and Causes
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DOI：
10.1561/1700000006
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发表时间：
2006
影响因子：
1
通讯作者：
C. W. Park;D. Macinnis;Joseph R. Priester
中科院分区：
文献类型：
--
作者：
C. W. Park;D. Macinnis;Joseph R. Priester
本文探讨了与客户建立和发展强大的品牌关系的四个关键问题。第一个是关于“品牌依恋”的含义及其对品牌资产的重要影响。第二个问题是品牌对顾客和企业的依附性。第三个是品牌依附的原因。我们阐述了通过品牌与客户之间有意义的个人联系建立强烈品牌依恋的过程。我们还阐明了战略品牌典范的识别和管理，使公司能够建立品牌依恋，维持和发展品牌的竞争优势。
This review examines four key issues involved in developing and establishing strong brand relationships with its customers. The first concerns the meaning of "brand attachment" and its critical consequences for brand equity. The second concerns outcomes of brand attachment to customers and the firm. The third concerns the causes of brand attachment. We articulate the process by which strong brand attachment is created through meaningful personal connections between the brand and its customers. We also articulate the identification and management of a strategic brand exemplar that allows the firm to create brand attachment and sustain and grow the brand's competitive advantages.