The Effects of Emotional Versus Rational Message Framing on Brand Attachment and Brand Loyalty

The purpose of this research is to investigate the relationship among message framing in social media, brand attachment, and brand loyalty for higher education institutions. In particular, this study compares the effectiveness of rational versus emotional message framing in different message contexts, such as sports or academic-related stories. Furthermore, this study examines the congruent effect between message framing and contents in higher education. Specifically, this study predicts that the more message framing and contents are congruent, the greater brand attachment and brand loyalty consumers will have. To analyze the effects of message framing and type of contents, this study adopts experimental design method. The findings of this research indicate that previous involvement with a brand predicts high brand attachment and brand loyalty and needs to be present prior to the strengthening process of brand attachment and brand loyalty. Therefore, previous brand involvement can be measured and related to the effectiveness of strengthening brand attachment and brand loyalty

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands. A significant question bearing both theoretical and practical implications, however, is whether emotional brand attachment or brand involvement is more apposite to warrant a luxury brand’s performance and to safeguard the original brand from counterfeits, which remains unanswered. To address this knowledge gap, a survey was conducted. On the basis of an empirical study, this paper reveals that emotional brand attachment is a more prominent influencer than brand involvement to escalate original brand patronage although the effect of brand involvement is also significant. However, while improved brand involvement pushes consumers to patronize counterfeits, higher emotional brand attachment does not result in increased counterfeit patronage. These effects do not vary as a function of previous experience of either originals or counterfeits. Findings of this research contribute to brand literature by presenting empirical evidence of distinct influence of emotional brand attachment over brand involvement, which represents significant practical implications in relation to strategic brand management and anti-counterfeiting strategies

The Effect Of Brand Experience And Familiarity On Brand Attachment With Brand Trust As a Variable Mediation On The Brand Ms Glow

This study aims to determine the effect of Brand Experience on Brand Attachment, the effect of Brand Familiarity on Brand Attachment, the effect of Brand Trust on Brand Attachment, the influence of Brand Trust mediation in mediating the influence of Brand Experience on Brand Attachment. The data used is primary data obtained from questionnaires distributed to 100 skin care users Ms Glow in purwokerto. The research data were then analyzed using the data analysis tool in this study using SPSS version 20 software. The analytical method used was descriptive analysis method and linear regression. The results showed that: 1) Brand experience had a significant effect on Brand attachment, 2) Brand familiarity had an effect on significant effect on Brand attachment 3) Brand trust has a significant effect on Brand attachment, 4) Brand trust mediates the effect of Brand experience on Brand attachmentKeywords: Brand Experience,Brand Familiarity,Brand Trust,Brand Attachment

The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment

This study extends brand attachment literature by investigating the effects of self-congruity types on brand attachment and bridging a gap concerning the mediating effect of brand experience on self-congruity-brand attachment linkage. The results indicate a direct effect between social self- congruity and brand attachment and a full mediation effect of brand experience on actual and ideal self-congruity and brand attachment. Also, the implications of this relationship differ by consumers’ need for uniqueness and self-regulatory focus

The Influence of Brand Trust, Brand Familiarity, and Brand Experience on Brand Attachments

The development of technology in the automotive world today has progressed very rapidly. Thus, automotive companies must compete in winning market share in Indonesia. Business competition brings companies competing to produce products that consumers need and want. This study aims to determine the effect of brand trust on brand attachment, brand familiarity on brand attachment, and brand experience on brand attachment. Sampling using a purposive sampling technique. The data collection instrument used a questionnaire with a Likert scale. The questionnaire has been tested and has met the validity and reliability requirements. Data analysis was performed using multiple linear regression analysis. The results of data analysis show that brand trust has a positive effect on brand attachment, brand familiarity has a positive effect on brand attachment, and brand experience has a positive effect on brand attachment. Thus it can be concluded that brand trust, brand familiarity, and brand experience significantly influence brand attachment partially

The Influence of Brand Trust, Brand Familiarity, and Brand Experience on Brand Attachments

The development of technology in the automotive world today has progressed very rapidly. Thus, automotive companies must compete in winning market share in Indonesia. Business competition brings companies competing to produce products that consumers need and want. This study aims to determine the effect of brand trust on brand attachment, brand familiarity on brand attachment, and brand experience on brand attachment. Sampling using a purposive sampling technique. The data collection instrument used a questionnaire with a Likert scale. The questionnaire has been tested and has met the validity and reliability requirements. Data analysis was performed using multiple linear regression analysis. The results of data analysis show that brand trust has a positive effect on brand attachment, brand familiarity has a positive effect on brand attachment, and brand experience has a positive effect on brand attachment. Thus it can be concluded that brand trust, brand familiarity, and brand experience significantly influence brand attachment partially

Positive and negative behaviours resulting from brand attachment:The moderating effects of attachment styles

Purpose The purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relationships. Design/methodology/approach The study is based on a survey of 432 respondents, and the data are analysed using the structural equation modelling approach. Findings This study empirically supports that brand attachment and attachment styles (i.e. anxiety attachment and avoidance attachment) are distinct. Brand attachment influences consumers’ not only positive behaviour (i.e. brand loyalty) but also negative behaviours, such as trash-talking, schadenfreude and anti-brand actions. The findings of the study suggest that only avoidance attachment style moderates the relationships between brand attachment and these consumer behaviours. The link between brand attachment and brand loyalty is attenuated for high-attachment-avoidance consumers. In contrast, the links between brand attachment and trash-talking, schadenfreude and anti-brand actions are strengthened. Practical implications This study assists marketing managers in understanding that a strong brand attachment may result in negative behaviours that can harm a company’s brand image. Thus, building a strong relationship with consumers will not always be beneficial. Companies should be aware of the consequences of building relationships with consumers who have a high level of attachment anxiety and/or avoidance. Originality/value This paper highlights that brand attachment not only influences brand loyalty behaviour but also three negative behaviours: trash-talking, schadenfreude and anti-brand actions. Moreover, the links between brand attachment and negative behaviours are strengthened when consumers have a high level of attachment avoidance. </jats:sec

Drivers and outcomes of brand attachment

Brand attachment refers to the cognitive andaffective bonding between consumers and ‘their’ brands. Building consumerbrand relationships is becoming increasingly important for academics and practitioners. Academics argue that comprehending the consumer brand relationship provides insight to consumers’ choice of brands related to their identity. The value of consumerbrand relationships has been well documented in the marketing literature, in the context of increasing consumers’ defensive acts against the effect of negative information and minimizing the number of consumer desertions. Building consumer brand relationships underpins the longterm prosperity of brands. Extant research reveals several constructs of consumer brand relationships, including brand attachment. Recently, brand attachment has received much attention because it is a salient concept in explaining favourable consumer behaviours. By understanding brand attachment, firms are able to capture consumers’ minds and hearts. Thus, brand attachment is the focus of this thesis. Research on brand attachment is relatively new. Although a limited number of researchers have documented the drivers and outcomes of brand attachment, theyusually focus on a single category examination (e.g. retailing). Moreover, these studiesused measurement of brand attachment that only reflects emotional bonding. Hence, this study investigates the drivers and outcomes of brand attachment to reflect both cognitive and emotional bonding across categories. In addition, this research examinesthe role of attachment style. Attachment style refers to a systematic pattern of expectations, emotions and behaviours within relationships, from a particular history of attachment experiences. Attachment style and brand attachment aretwo distinct constructs. This study used a mixed method design to answer the research question. First, an exploratory study, using semistructured interviews and a projective technique (sentence completion), was designed to validate the research model. Afterwards, a questionnaire was designed to test the hypotheses within the research model. 432 questionnaires were analysed, using Structural Equation Modeling (SEM). This study offers several key contributions. First, this study goes beyond a single category examination to look across categories.Second, unlike previous studies, which only used emotional brand attachment, this study also measures cognitive brand attachment. Third, this study offers four important drivers of brand attachment: ideal selfcongruence, sensory brand experience brand responsiveness and CSR beliefs. The results also indicate a significant relationship between brand attachment with brand loyalty and resilience to negative information. Fourth, this study demonstrates empirical support to the positive link between sensory brand experience and brand attachment. This empirical support confirms the argument of researchers who proposed brand experience as one of the key determinants of brand attachment. Published research to date has yet to empirically test the link between brand attachment and resilience to negative information. Fifth, this study is the first to show that stronger brand attachment leads to higher resilience towards negative information. It is evident that when a strong bond between the consumer and brand has been established, they are more likely to forgive the brand when it is guilty of mistakes and violations. Sixth, the results also provide better understanding to the nomological network in which ideal selfcongruence operates. Previous studies show that ideal selfcongruence has a direct positive effect toward brand loyalty. However, this study reveals that ideal selfcongruence is fully mediated by brand attachment. This means increasing ideal selfcongruence does not directly increase brand loyalty; higher ideal selfcongruence leads to stronger brand attachment, which in the end lead to brand loyalty. In addition to that, this study also displays that brand attachment fully mediates and partially mediates the relationships between the four independent variables on brand loyalty and resilience to negative information. Finally, this study believes that not all consumers are the same. Insecure consumers are hard to manage and handle. Itcan be seen that the links between brand attachment with its antecedents and consequence sare moderated by attachment style especially consumers that exhibit insecurities. Practitionerscould use this study as guidelines to understand how to maximize brand attachment and leverage consumers’ loyalty and forgiveness.For instance, marketers could start developing marketing activities that support their consumers’ idealself. It should be noted that brand responsiveness is the strongest factor that influences the degree of attachment. A firm should create a strategy that continuously attempts to understand consumers’ interest, perspectives and preferences (autonomy). Limitations and directions for further research are also discussed

Customer Brand Engagement Generasi Milenial pada Produk Smartphone

This study aims to examine the effect of brand psychological ownership and value congruity on customer brand engagement, the effect of customer brand engagement on brand attachment and behavioral brand loyalty, and the mediating role of brand attachment on the effect of customer brand engagement on behavioral brand loyalty. The research model was tested on 232 millennial generation consumers who use Xiaomi brand smartphone products. The sampling method used purposive sampling technique and data analysis was carried out by SEM-PLS. The results of the study prove that customer brand engagement is influenced by value congruity and is not influenced by brand psychological ownership. Customer brand engagement was found to affect brand attachment and behavioral brand loyalty and brand attachment was found to affect behavioral brand loyalty. The results of the mediation test confirm that brand attachment mediates the effect of customer brand engagement on behavioral brand loyalty. &nbsp;Penelitian ini bertujuan untuk menguji pengaruh brand psychological ownership dan value congruity terhadap customer brand engagement, pengaruh customer brand engagement terhadap brand attachment dan behavioral brand loyalty, dan peran mediasi brand attachment pada pengaruh customer brand engagement terhadap behavioral brand loyalty. Model penelitian diujikan pada 232 konsumen generasi milenial pengguna produk smartphone merek Xiaomi. Metode pengambilan sampel menggunakan teknik purposive sampling dan analisis data dilakukan dengan SEM-PLS. Hasil penelitian membuktikan bahwa customer brand engagement dipengaruhi oleh value congruity dan tidak dipengaruhi oleh brand psychological ownership. Customer brand engagement ditemukan mempengaruhi brand attachment dan behavioral brand loyalty serta brand attachment ditemukan mempengaruhi behavioral brand loyalty. Hasil pengujian mediasi mengkonfirmasi bahwa brand attachment memediasi pengaruh customer brand engagement terhadap behavioral brand loyalty. &nbsp

Explanatory Study Brand Personality On Brand Commitment Garda Oto Insurance Surabaya

This study aim to test direct and indirect influence between brand personality to brand trust, brand attachment and brand commitment; brand trust to brand attachment and brand commitment; brand attachment to brand commitment on motor vehicle insurance Garda Oto in Surabaya. This study using Structural Equation Modeling (SEM) AMOS is a set of statistical techniques that allow testing of a series of relatively pure relationship "complicated" simultaneously composed of Measurement Model and Structural Model. In measurement Model will be seen validity of the data that has been made while the Structural Model will be seen the degree of influence of each variable studied and goodness of fit of the model used in this study. The number of samples in this study was 140 respondents. This study showed there is an influence between brand personality to brand trust, brand attachment and brand commitment; brand trust to brand attachment; brand attachment to brand commitment on motor vehicle insurance Garda Oto in Surabaya. While influence between brand trust and brand attachment rejected