A Review of Factors Influencing Brand Attachment

Authors

  • Ronglin Wang

DOI:

https://doi.org/10.54097/y0a1f768

Keywords:

Brand, Brand attachment, Attachment factors, Emotional marketing

Abstract

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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References

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Published

25-12-2024

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Section

Articles

How to Cite

Wang, R. (2024). A Review of Factors Influencing Brand Attachment. Frontiers in Business, Economics and Management, 17(3), 495-498. https://doi.org/10.54097/y0a1f768