Macquarie University ResearchOnline

Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/113313

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Title

Exploring dimensions of consumer-human brand attachment

Related

Australian and New Zealand Marketing Academy Conference (2009) (30 November - 2 December 2009 : Melbourne)

Related

Tojib, Dewi. ANZMAC 2009 : proceedings : sustainable management and marketing conference, p.1-8

Related

http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-305.pdf

Publisher

ANZMAC

Date

2009

FoR/RFCD Code(s)

150500 Marketing

Author/Creator

Ilicic, Jasmina

Author/Creator

Webster, Cynthia M

Description

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.

Description

8 page(s)

Subject Keyword

150500 Marketing

Subject Keyword

consumer

Subject Keyword

source

Subject Keyword

satisfaction

Subject Keyword

perception

Resource Type

conference paper

Organisation

Macquarie University. Dept. of Business

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Identifier

http://hdl.handle.net/1959.14/113313

Identifier

ISBN:1863081585

Identifier

mq-rm-2009002419

Language

eng

Full Text

Reviewed

 

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Citation Format

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E-mail Address

Subject

"ANZMAC 2009 : proceedings : sustainable management and marketing conference"

 

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