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USC Marshall School of Business
Marshall Research Paper Series
Working Paper MKT 16-10

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

C.W. Park
Marshall School of Business, University of Southern California Deborah J. MacInnis
Marshall School of Business, University of Southern California Joseph R. Priester
Marshall School of Business, University of Southern California Andreas B. Eisingerich
Imperial College London
Dawn Iacobucci
Owen Graduate School of Management, Vanderbilt University

This paper can be downloaded without charge from the
Social Science Research Network electronic http://ssrn.com/abstract=1605782

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Electronic copy available at: http://ssrn.com/abstract=1605782

1
Brand Attachment and Brand Attitude Strength:
Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers May 12, 2010
C. Whan Park
Joseph A. DeBell Professor of Marketing
ACCT 306C
Marshall School of Business
University of Southern California
Los Angeles, CA 90089-0403
Phone: 213-740-7107; Fax: 213-740-7828
Choong@marshall.usc.edu

Deborah J. MacInnis
Charles L. and Ramona I. Hilliard Professor of Business Administration ACCT 306C
Marshall School of Business
University of Southern California
Los Angeles, CA 90089-0403
Phone: 213-740-5039 ; Fax: 213-740-7828
macinnis@usc.edu

Joseph Priester
Associate Professor of Marketing
ACCT 306C
Marshall School of Business
University of Southern California
Los Angeles, CA 90089-0403
Phone: 213-821-5649; Fax: 213-740-7828
Priester@marshall.usc.edu

Andreas B. Eisingerich
Assistant Professor of Marketing
Imperial College Business School
Imperial College London
London, UK
SW 7 2AZ
Phone: +44(0)20-7594-9763; Fax: +44(0)20-7823-7685
a.eisingerich@imperial.ac.uk

Dawn Iacobucci
E. Bronson Ingram Professor in Marketing
Owen Graduate School of Management
401 21st Avenue South
Vanderbilt University
Nashville, Tennessee 37203
Phone: 615-322-4075; Fax: 615- 343-7177
Dawn.iacobucci@owen.vanderbilt.edu

Forthcoming, Journal of Marketing

Electronic
Electronic copy available at: http://ssrn.com/abstract=1605782

2
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers

Abstract
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 brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (a) consumers’ intentions to perform difficult behaviors (those they regard as utilizing consumer resources), (b) actual purchase behaviors, (c) brand purchase share (the share of a brand among directly competing brands), and (d) need share (the extent to which consumers rely on a brand to address relevant needs including those brands in substitutable product categories).

Keywords: Brand management, consumer behavior, marketing strategy, brand attachment, attitude strength

Electronic
Electronic copy available at: http://ssrn.com/abstract=1605782

3
Academic researchers and practitioners in marketing have shown significant interest of late in studying consumers’ attachment to brands (Chaplin and Roedder John 2005; Park and MacInnis 2006; Schouten and McAlexander 1995; Thomson 2006). As...
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