An Examination of Determinants and Consequences of Emotional Attachment for Low Cost and Premium Service Brands

View Sample PDF

Author(s): Pinar Yildirim (Istanbul Bilgi University, Turkey), Asli Elif Aydin (Istanbul Bilgi University, Turkey)and Jansanem Jular Ozfidan (TOBB University of Economics and Technology, Turkey)
Copyright: 2018
Pages: 21
Source title: Driving Customer Appeal Through the Use of Emotional Branding
Source Author(s)/Editor(s): Ruchi Garg (BML Munjal University, India), Ritu Chhikara (BML Munjal University, India), Tapan Kumar Panda (BML Munjal University, India)and Aarti Kataria (Management Development Institute, India)
DOI: 10.4018/978-1-5225-2921-7.ch006

Keywords: Business & Management / Business Science Reference / Marketing

Purchase

View An Examination of Determinants and Consequences of Emotional Attachment for Low Cost and Premium Service Brands on the publisher's website for pricing and purchasing information.

Abstract

The purpose of this chapter is to develop a parsimonious framework to show the relationship between emotional attachment, its antecedents as perceived quality and brand consciousness and its consequences as WOM, negative WOM, brand commitment, and brand purchase share in service industry. The chapter further aims to highlight the role of pricing on emotional attachment and investigates whether the relationship between emotional attachment and consumer response differ between a low cost and a premium brand. Structural equation modeling is used to test the proposed framework across three service industries, namely retail, airline and telecommunication. Theoretical and practical implications are provided.

The IRMA Community

Research IRM

An Examination of Determinants and Consequences of Emotional Attachment for Low Cost and Premium Service Brands

Purchase

Abstract

Related Content

IRMA Sponsors