Abstract
Evidence suggests that many consumers form strong attachments to the brands they use.
Recently, celebrities have been recognised as human brands and research suggests that
consumers are influenced by their attachment towards such human brands. This study
explores the attachment that consumers form towards celebrities by identifying specific dimensions of attachment. A principal components factor analysis revealed four distinct factors of consumer-human brand attachment: 1) separation distress, 2) trust, 3) relatedness and 4) satisfaction. Further analyses showed that each of the four factors was able to be used to differentiate between strong versus weak consumer-human brand attachment.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2009 |
| Subtitle of host publication | proceedings : sustainable management and marketing conference |
| Editors | Dewi Tojib |
| Publisher | ANZMAC |
| Pages | 1-8 |
| Number of pages | 8 |
| ISBN (Print) | 1863081585 |
| Publication status | Published - 2009 |
| Event | Australian and New Zealand Marketing Academy Conference (2009) - Melbourne Duration: 30 Nov 2009 → 2 Dec 2009 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2009) |
|---|---|
| City | Melbourne |
| Period | 30/11/09 → 2/12/09 |
Keywords
- consumer
- source
- satisfaction
- perception