The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high...

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Bibliographic Details
Main Authors: Gilal Faheem Gul, Gilal Naeem Gul, Gilal Rukhsana Gul, Gong Zhenxing, Gilal Waseem Gul, Tunio Muhammad Nawaz
Format: Article
Language:English
Published: Emerald Publishing 2021-03-01
Series:Central European Management Journal
Subjects:
brand attachment
brand passion
purchase intention
product involvement
young consumers
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Online Access:https://doi.org/10.7206/cemj.2658-0845.39

Internet

https://doi.org/10.7206/cemj.2658-0845.39

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