The use of lisrel in validating marketing constructs
Researchers have defined commitment as "an implicit or explicit pledge of relational continuity between exchange partners (Dwyer, Schurr, and Oh 1987)" or an enduring desire to maintain a valued relationship (Morgan and Hunt 1994)." In accordance with these definitions, brand commitment can be described as a construct with the attitudinal aspect of brand loyalty (Oliver 1999) or as the intention to maintain a continuous relationship with a brand (Fournier 1998).
Existing literature suggests that consumers go through one of the following processes when they form a long-term relationship with a brand.
Thus, the focus of this study is to examine the processes by which the consumer-brand fit determines product evaluations, or more specifically, consumer-brand relationships.
There has been a considerable amount of interest in the concept of brand personality and how it relates to the self-congruity effect (e.g., Aaker 1999).
Brand Attachment Process Through the Emotion of Love.
Consumer attachment toward a brand is a strong affective concept (Fournier 1998).
Brand attachment, an affective concept related to love (Fournier 1998), is associated with ones identity (Kleine, Kleine, and Allen 1995), and self-esteem implies an overall affective evaluation of the importance and value of ones self (Judge, Bono, and Locke 2000).
THEORETICAL BACKGROUND Self-Congruity Effect Self-congruity is defined in this study as the parallel between consumer self-concept and brand personality that consumers feel or experience in the course of forming a consumer-brand relationship.
Attachment provides psychological comfort and pleasure, and its loss evokes strong distress (Perry 1998).
The others are alternative readings or provide more detailed information on related issues.
ABSTRACT - It is critical to the survival and growth of a company to build and maintain a long-term relationship between a brand and its target customers.
Consumers become attached to a specific brand in the process of defining and maintaining their sense of self (Kleine, Kleine, and Allen 1995).
The concept of attachment and its formation have been dealt with in the context of infant behavior (Bowlby 1969, 1973, 1980) as well as in the area of adult relationship, especially romantic relationship behavior (Collins and Read 1990; Feeney and Noller 1990; Hazan and Shaver 1987).