Attitudes, purchase intention and consumer-human brand attachment

Jasmina Ilicic; Marie-Louise Fry; Cynthia Webster

Attitudes, purchase intention and consumer-human brand attachment

Jasmina Ilicic, Marie-Louise Fry, Cynthia Webster

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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 language	English
Title of host publication	37th European Marketing Academy Conference
Editors	Keith J. Parks, Paurav Shukla
Place of Publication	Brighton, UK
Publisher	European Marketing Academy
Number of pages	8
ISBN (Print)	9781905593422
Publication status	Published - 2008
Event	Marketing landscapes : a pause for thought - Brighton, UK Duration: 27 May 2008 → 30 May 2008

Conference

Conference	Marketing landscapes : a pause for thought
City	Brighton, UK
Period	27/05/08 → 30/05/08

Cite this

@inproceedings{4f3a8aa8e3c94ebe93ccd93487e84fc0,

title = "Attitudes, purchase intention and consumer-human brand attachment",

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{\textquoteright}s (2006) work by testing the extent to which human-brand attachment influences consumers{\textquoteright} 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.",

author = "Jasmina Ilicic and Marie-Louise Fry and Cynthia Webster",

year = "2008",

language = "English",

isbn = "9781905593422",

editor = "Parks, {Keith J.} and Paurav Shukla",

booktitle = "37th European Marketing Academy Conference",

publisher = "European Marketing Academy",

note = "Marketing landscapes : a pause for thought ; Conference date: 27-05-2008 Through 30-05-2008",

}

TY - GEN

T1 - Attitudes, purchase intention and consumer-human brand attachment

AU - Ilicic, Jasmina

AU - Fry, Marie-Louise

AU - Webster, Cynthia

PY - 2008

Y1 - 2008

N2 - 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.

AB - 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.

M3 - Conference proceeding contribution

SN - 9781905593422

BT - 37th European Marketing Academy Conference

A2 - Parks, Keith J.

A2 - Shukla, Paurav

PB - European Marketing Academy

CY - Brighton, UK

T2 - Marketing landscapes : a pause for thought

Y2 - 27 May 2008 through 30 May 2008

ER -

Attitudes, purchase intention and consumer-human brand attachment

Abstract

Conference

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