chapter  9
17 Pages

Attachment to the Brand

Attachment is a well-established concept in psychology. Attachment is defined by developmental psychologist Bowlby as an emotional bond between a person and another person. Because of the motivational and behavioural implications that attachment has, such as the willingness to stay close to the attachment figure and the distress experienced when separation from this figure occurs, marketing researchers have shown interested in this concept. Marketing researchers have extended the area of applicability of attachment and have postulated that attachment can exist not only toward another person but also toward a brand. They have also shown that attachment to the brand is significantly related to various behavioural intentions and actual behaviours. The measurement of attachment has concerned marketing researchers since the first studies centred on this topic and has evolved together with the notion of brand attachment itself. The first conceptualizations and measurement scales looked at brand attachment from a purely emotional point of view.