David, Meredith E.; Carter, Kealy; Alvarez, Claudio - In: European Journal of Marketing 54 (2020) 12, pp. 3015-3049
Purpose: Attachment theory is emerging as an important theoretical foundation in marketing because of the relational nature of consumption, but little guidance exists as to which of many attachment style measures is most suitable for use by researchers. As a result, many measures are being used...