Attitudes, purchase intention and consumer-human brand attachment

Jasmina Ilicic, Marie-Louise Fry, Cynthia Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

Recent branding research identifies celebrities as human brands and suggests that consumerhuman brand attachment may be a critical factor in shaping consumer behaviour. In this study, we extend Thomson’s (2006) work by testing the extent to which human-brand attachment influences consumers’ attitudes and purchase intentions. The results suggest that Autonomy, Relatedness and Commitment are antecedents to strong Attachment. Trust, conversely, is not related to Attachment. Attachment, in turn, is found to encourage positive evaluations of the Ad, Brand and Purchase Intention.
Original languageEnglish
Title of host publication37th European Marketing Academy Conference
EditorsKeith J. Parks, Paurav Shukla
Place of PublicationBrighton, UK
PublisherEuropean Marketing Academy
Number of pages8
ISBN (Print)9781905593422
Publication statusPublished - 2008
EventMarketing landscapes : a pause for thought - Brighton, UK
Duration: 27 May 200830 May 2008

Conference

ConferenceMarketing landscapes : a pause for thought
CityBrighton, UK
Period27/05/0830/05/08

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