Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

A 'brand' new world: Attachment runs thicker than money

05.11.2010
USC Marshall study finds the way to consumers' wallets is through their hearts

Can you forge an emotional bond with a brand so strong that, if forced to buy a competitor's product, you suffer separation anxiety? According to a new study from the USC Marshall School of Business, the answer is yes. In fact, that bond can be strong enough that consumers are willing to sacrifice time, money, energy and reputation to maintain their attachment to that brand.

"Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers," a study published in the November issue of the Journal of Marketing, is co-authored by USC Marshall's C. Whan Park, Joseph A. DeBell Professor of Marketing; Deborah J. MacInnis, Vice Dean of Research and Charles L. and Ramona I. Hilliard Professor of Business Administration; and Joseph Priester, Associate Professor of Marketing; along with Andreas B. Eisingerich, Assistant Professor of Marketing, Imperial College (London) Business School; and Dawn Iacobucci, E. Bronson Ingram Professor in Marketing, Owen Graduate School of Management, Vanderbilt University, indicates that brand attachment has much stronger impact on consumers than previously believed. In fact, the study suggests, brand attachment can even be strong enough to induce separation anxiety when favorite brands are replaced.

The study advances existing brand research in consumer psychology and goes beyond the existing paradigm, indicating that traditional measurements such as brand attitude strength do not adequately explain consumers' intense loyalties to the brands they love—that they fail to explain how brands capture "consumers' hearts and minds." Brand attachment, the authors claim, does exist, is predicated on a brand/self-relationship and can better explain what drives consumer behavior and their loyalty and commitment to the brands.

It is brand attachment that explains consumers' devotion to the iPod, fans' intense reaction at celebrity deaths and the torment of teenagers who are denied their favorite brand of jeans. Through brand attachment, the USC Marshall study suggests, consumers see the brands as an extension of themselves.

ABOUT THE RESEARCH

The authors first developed a two-factor brand attachment scale that examines brand-self connection and brand prominence, groundbreaking distinctions made by the study. The authors then tested the scale by surveying consumers of several prominent brands: Quaker Oats oatmeal, iPod, and a university. Using the results to fine-tune the scale, the authors tested their hypotheses through a series of four studies: the impact of brand attachment on consumers' purchase behavior, their likelihood to engage in "difficult-to-enact" behavior, brand purchase share (or the real estate the brand has within the consumer's heart and mind compared to competitive brands), and brand need share (the use of the brand compared to brands in other product categories that could be substituted).

FINDINGS

Overall, the research suggests, the greater the attachment, the greater sacrifices a consumer will make to connect with or remain connected to the brand.

The study's key findings include:

The more strongly a consumer's attachment to a brand, the more willing they are to forsake personal resources to maintain an ongoing relationship with the brand. They are willing to engage in difficult behaviors — "those that require investments of time, money and energy, so as to maintain or deepen a brand relationship."

Highly attached consumers are more motivated to devote their own resources in the process of self-expansion, including paying more, defending the brand, derogating alternatives, and devoting more time to the brand through brand communities and brand promotion through social media.

Attachment represented by both brand-self-connection and prominence is a significantly better predictor than brand attitude strength of actual behaviors.

IMPLICATIONS FOR MARKETERS

Based on their research, the authors suggest that managers have much to gain through efforts aimed at building stronger brand attachment. In addition, managers should incorporate brand attachment in brand-evaluation matrices, which would provide a more detailed picture of how current brand-management efforts relate to future sales.

To view the study, please visit: http://www.marshall.usc.edu/assets/135/22824.pdf

Amy Blumenthal | EurekAlert!
Further information:
http://www.usc.edu

More articles from Studies and Analyses:

nachricht Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT

nachricht Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Novel silicon etching technique crafts 3-D gradient refractive index micro-optics

A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.

Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...

Im Focus: Quantum Particles Form Droplets

In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.

“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...

Im Focus: MADMAX: Max Planck Institute for Physics takes up axion research

The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.

The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...

Im Focus: Molecules change shape when wet

Broadband rotational spectroscopy unravels structural reshaping of isolated molecules in the gas phase to accommodate water

In two recent publications in the Journal of Chemical Physics and in the Journal of Physical Chemistry Letters, researchers around Melanie Schnell from the Max...

Im Focus: Fraunhofer ISE Develops Highly Compact, High Frequency DC/DC Converter for Aviation

The efficiency of power electronic systems is not solely dependent on electrical efficiency but also on weight, for example, in mobile systems. When the weight of relevant components and devices in airplanes, for instance, is reduced, fuel savings can be achieved and correspondingly greenhouse gas emissions decreased. New materials and components based on gallium nitride (GaN) can help to reduce weight and increase the efficiency. With these new materials, power electronic switches can be operated at higher switching frequency, resulting in higher power density and lower material costs.

Researchers at the Fraunhofer Institute for Solar Energy Systems ISE together with partners have investigated how these materials can be used to make power...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ICTM Conference 2017: Production technology for turbomachine manufacturing of the future

16.11.2016 | Event News

Innovation Day Laser Technology – Laser Additive Manufacturing

01.11.2016 | Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

 
Latest News

UTSA study describes new minimally invasive device to treat cancer and other illnesses

02.12.2016 | Medical Engineering

Plasma-zapping process could yield trans fat-free soybean oil product

02.12.2016 | Agricultural and Forestry Science

What do Netflix, Google and planetary systems have in common?

02.12.2016 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>