The Role of Brand Quality in the Elicitation of Emotional Aspects in Young Consumer-Global Brand Relationships

Italian Marketing Society (SIM) - Annual Conference Proceedings, 2013

Posted: 17 Nov 2013

See all articles by Alessandra Distefano

Alessandra Distefano

University of Catania

Marco Galvagno

University of Catania

Francesco Garraffo

University of Catania - AEGI - Department of Management

Antonietta De Joannon

University of Catania - Department of Political and Social Sciences

Date Written: September 1, 2013

Abstract

The paper analyses the role of the relationship between brand quality, brand identification, and emotional attachment in contributing to brand loyalty. Specifically, we are interested in understanding how young consumer’s emotional responses to brand quality perceptions impact brand loyalty, given that brand attachment can vary in terms of strength, and considering that stronger positive feelings toward brands, in terms of identification, can greater consumer loyalty.

Keywords: brand quality, loyalty, brand attachment, brand identification, young consumers

JEL Classification: M30, M31

Suggested Citation

Distefano, Alessandra and Galvagno, Marco and Garraffo, Francesco and De Joannon, Antonietta, The Role of Brand Quality in the Elicitation of Emotional Aspects in Young Consumer-Global Brand Relationships (September 1, 2013). Italian Marketing Society (SIM) - Annual Conference Proceedings, 2013, Available at SSRN: https://ssrn.com/abstract=2355706

Alessandra Distefano (Contact Author)

University of Catania ( email )

Italy

Marco Galvagno

University of Catania ( email )

Department of Economics and Business
Corso Italia, 55
Catania, CT 95129
Italy
+390953753644 (Phone)

HOME PAGE: http://https://marcogalvagno.it

Francesco Garraffo

University of Catania - AEGI - Department of Management ( email )

Corso Italia, 55
Catania, 95129
ITALY

Antonietta De Joannon

University of Catania - Department of Political and Social Sciences ( email )

Catania
Italy

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Abstract Views
364
PlumX Metrics