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Type: Conference paper
Title: Exploring dimensions of consumer-human brand attachment
Author: Ilicic, J.
Webster, C.
Citation: Proceedings of Australia & New Zealand Marketing Academy Conference : Sustainable managment and marketing : 27-30 November, 2009, Melbourne, Australia : pp. 1-8.
Publisher: Monash University
Publisher Place: Melbourne
Issue Date: 2009
ISBN: 1863081585
Conference Name: Australian and New Zealand Marketing Academy Conference (2009 : Melbourne, Australia)
Statement of
Jasmina Ilicic, Cynthia M. Webster
Abstract: Evidence suggests that many consumers form strong attachments to the brands they use. Recently, celebrities have been recognised as human brands and research suggests that consumers are influenced by their attachment towards such human brands. This study explores the attachment that consumers form towards celebrities by identifying specific dimensions of attachment. A principal components factor analysis revealed four distinct factors of consumer-human brand attachment: 1) separation distress, 2) trust, 3) relatedness and 4) satisfaction. Further analyses showed that each of the four factors was able to be used to differentiate between strong versus weak consumer-human brand attachment.
Keywords: consumer
Rights: Copyright status unknown
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Appears in Collections:Aurora harvest
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