A Review of Factors Influencing Brand Attachment
DOI:
https://doi.org/10.54097/y0a1f768Keywords:
Brand, Brand attachment, Attachment factors, Emotional marketingAbstract
In the whole process of consumer purchase decision-making, not only rational factors play a role, but also irrational factors or emotional factors play a very important role, that is, consumers will be driven by their own emotions towards the brand and make a purchase, consumer brand emotion is an important part of the consumer-brand relationship, which has a very important role in brand management, and brand attachment belongs to the special emotion of consumers to the brand, which mainly describes a kind of emotion like mother-child relationship. This paper summarises the influencing factors of brand attachment in recent years, mainly including consumer perspective, brand perspective, and consumer-brand relationship perspective for classification, and puts forward the idea of future research on brand attachment based on this.
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