The Role of Attachment in Building Consumer-Brand Relationships: An Empirical Investigation in Utilitarian Consumption Context

Abstract

Purpose – In this paper we examine the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioral loyalty. Design/methodology/approach – this paper is based on exploratory and confirmatory studies that provide a model that explains the relationship between brand attachment and its outcomes. A structural equation modeling is used to assess the hypothetical links. Findings – The findings of the structural model confirm the majority of the hypothesised relationships. Brand attachment is considered as an important input to brand commitment for utilitarian product. Originality/value – Few studies have attempted to model the relationship between brand attachment and its antecedents and outcomes. This research focused also on a particular utilitarian product that is not – apparently – emotional laden.