SELF-BRAND CONNECTIONS AND BRAND ATTACHMENT: THE RELATIVE IMPORTANCE OF BRAND-BASED SELF-BRAND CONNECTIONS AND CONSUMER-BRAND CONNECTIONS
pp.1008-1018
The purpose of this study is to investigate the influence of self-brand connections (SBCs) on brand attachment. The author proposes two types of SBCs: those that are created through marketing systems (brand-based self-brand connections, [BBSBC]) and those that are created by the individual (consumer-based self-brand connections, [CBSBC]). To investigate the influence of these SBCs on brand attachment, this study analyses survey data through the use of structural equation modelling. The results show that both BBSBC and CBSBC have positive effects on brand attachment but that the influence of CBSBC is stronger. Furthermore, in the context of durable consumer goods, CBSBC have a stronger effect on brand attachment when fast-moving consumer goods and services are compared. For fast-moving goods, BBSBC and CBSBC affect brand attachment at the same level.