What Is Brand Loyalty And Loyalty

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Brand emotional connection and Loyalty

INTRODUCTION
In latest time, branding theory literature has focused on the customer– brand relationship, which is based on an image that suggests consumers form relationships with brands in the same way they form relations in a social context (Fournier, 1998; Parvatiyar and Sheth, 2001; McAlexander et al, 2002). The concept is complex in nature and reflects affective and socio-emotional attachments, behavior ties and supportive cognitive beliefs
Background of the problem
The objective of the study is to integrate brand attachment as an antecedent of brand love and both, affective commitment and brand trust as mediators between brand love and loyalty.
According to Fournier’s (1998) brand relationship quality …show more content…

The attachment process and the fear to lose the partner should increase the passionate love (Hatfield and Rapson, 1993) .To love a brand, consumers need to be attached to it, that is feel that the brand is irreplaceable and miss it when they do not have the brand. Most authors put forward monotonic spreading out of attachment over time, based on the consumer’s relations with the possession. This review also articulates the identification and management of a strategic brand pattern that allows the firm to build brand attachment and keep up and raise the brand's competitive advantages.

REFERNECES
• Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers, by C.Whan Park, Deborah J. MacInnis, Joseph Priester, Andreas B. Eisingerich, & Dawn Iacobucci ; Journal of Marketing Vol.74 (July 2010),104–121.
• Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness, by Raphaëlle Lambert-Pandraud & Gilles Laurent; Journal of Marketing Vol. 74 (November 2010), 1–17.
• The Impact of Fear on Emotional Brand Attachment, BYLEA DUNN JOANDREA HOEG; JOURNAL OF CONSUMER RESEARCH, Inc., Vol. 41, June

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