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Brand attachment and brand attitude strength : conceptual and empirical differentiation of two critical brand equity drivers

Park, C. Whan; MacInnis, Deborah J.; Priester, Joseph; … - In: Journal of marketing 74 (2010) 6, pp. 1-17

Persistent link: https://www.econbiz.de/10008702776

Brand attachment : constructs, consequences, and causes

Park, C. Whan; MacInnis, Deborah J.; Priester, Joseph - 2006

Persistent link: https://www.econbiz.de/10003639028

Brand Attachment: Constructs, Consequences, and Causes

Park, C. Whan; MacInnis, Deborah J.; Priester, Joseph - In: Foundations and Trends(R) in Marketing 1 (2008) 3, pp. 191-230

This review examines four key issues involved in developing and establishing strong brand relationships with its customers. The first concerns the meaning of "brand attachment" and its critical consequences for brand equity. The second concerns outcomes of brand attachment to customers and the...

Persistent link: https://www.econbiz.de/10010693764

Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Whan Park, C; MacInnis, Deborah J; Priester, Joseph; … - In: Journal of marketing 74 (2010) 6, pp. 1-18

Persistent link: https://www.econbiz.de/10008716276