By C. Whan Park, Deborah J. Macinnis, Joseph Priester
Model Attachment offers a theoretical build concerning the elements that underlie powerful model relationships. The authors outline the build of name attachment and differentiate it from different constructs arguing that model attachment is necessary to final result variables that underscore the brand's price to the company. This monograph provides to the literature via articulating the antecedents to powerful model attachments together with either the bases on which robust model attachments shape and the selling actions that foster them. The authors posit that powerful brand-customer attachments derive from the brand's luck at developing powerful model self-connections via pleasurable, permitting, and/or assuring the self. those successes are themselves contingent at the effectiveness of selling actions that use have an effect on, typicality, vividness, and wealthy details to foster a powerful model self connection via a strategic model exemplar. model Attachment describes the attachment build, its courting to different constructs, the character of brand-self connections, and the function of strategic model exemplars in growing those connections. The authors additionally learn theoretical and managerial concerns round this subject.
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Extra resources for Brand Attachment: Construct, Consequences and Causes
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