Semakin ketatnya persaingan bisnis saat ini, menjadikan brand harus mampu menjalin hubungan relasi yang dekat dan erat dengan konsumen agar dapat memenangkan pasar. Salah satu antara customer-brand mengikat kedua pihak hingga menyentuh sisi psikologis adalah attachment. Penelitian ini bertujuan untuk menganalisa pengaruh attachment terhadap repurchase intention commitment sebagai variabel inter...

Industri kosmetik saat ini sedang tumbuh dan berekembang secara pesat di Indonesia. Merek lokal yang paling digemari Indonesia ditahun 2022 adalah Wardah merupakan merek banyak diminati oleh masyarakat pada tahun dengan tingkat loyalitas tinggi. Tetapi menurut konsumen Wardah, kualitas diberikan tidak dapat memenuhi ekspetasi mereka. Hal terjadi dikarenakan produk kurang baik cocok untuk dipaka...

This paper explores the mechanism by which consumers use their self-brand connections and emotional attachment with brands to cope loneliness that may be caused absence of intimate relationships close others. The authors also examine mediating roles played nostalgia materialism on reinforcement brand loyalty in this process using a multistage model. An online survey 456 Malaysians working adult...

Background. Brands are the most important source of emotional attachment with the consumer, it should be used as a vital tool for attracting and retaining customers of the organization and various sports organizations, should follow the theoretical principles related to brand management and brand loyalty and move towards strategic brand management as a superior marketing philosophy. Objectives...

While there is ample evidence that consumer attachment varies across luxury and non-luxury brands, a lack of research in understanding the predictors, moderators consequences brand attachment. This paper aims to develop test model for (study 1), examine moderating influence self-consciousness on relationship between actual/ideal self-congruence 2), validate privately publicly consumed products ...

Abstract This paper conducts an integrative review and provides a synthesisation of key themes in the brand attachment literature. A total 171 papers were selected analysed using framework-based approach. In addition to exploring theories frameworks, this summarises contexts, antecedents, outcomes, mediators, moderators attachment. Based on gaps identified current studies, directions are provid...