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
Date Written: September 1, 2013
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: Suggested Citation