Brand Attachment: Construct, Consequences and Causes

by Deborah J. MacInnis, C. Whan Park, Joseph Priester

Brand Attachment provides a theoretical construct about the factors that underlie strong brand relationships. The authors define the construct of brand attachment and differentiate it from other constructs arguing that brand attachment is critical to outcome variables that underscore the brand's value to the firm. This monograph adds to the literature by articulating the antecedents to strong brand attachments including both the bases on which strong...

• Format: Paperback
• Language: English
• ISBN: 1601981007
• ISBN13: 9781601981004
• Release Date: January 2008
• Publisher: Now Publishers
• Length: 52 Pages
• Weight: 0.19 lbs.
• Dimensions: 0.1" x 6.1" x 9.2"