Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define...

This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self-identity/expressiveness, representing a brand's...