Exploring dimensions of consumer-human brand attachment

Jasmina Ilicic, Cynthia M. Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

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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 languageEnglish
Title of host publicationANZMAC 2009
Subtitle of host publicationproceedings : sustainable management and marketing conference
EditorsDewi Tojib
PublisherANZMAC
Pages1-8
Number of pages8
ISBN (Print)1863081585
Publication statusPublished - 2009
EventAustralian and New Zealand Marketing Academy Conference (2009) - Melbourne
Duration: 30 Nov 20092 Dec 2009

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2009)
CityMelbourne
Period30/11/092/12/09

Keywords

  • consumer
  • source
  • satisfaction
  • perception

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