Brand Attachment: The Moderating Effect of High and Low Involvement Products
Article Sidebar
Published
30 June 2024
Keywords:
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brand attachment, brand personality, brand loyalty, high/low involvement
Abstract
Brand attachment can be considered one of the predictors of consumer commitment to a brand. Based on this key concept, the type of products can condition the consumer's relationship with the brand. This study analyses the moderating effect that the brand’s involvement (high or low) has on the relationship between brand attachment and some of its antecedents (brand personality, perceived quality, brand awareness, and brand credibility) and effects (brand loyalty, purchase intention, and perceived risk). This causal research, with 1922 valid surveys (simple random sampling procedure), was carried out in three main cities of Ecuador (Quito, Guayaquil, and Cuenca): 1150 high-involvement and 722 low-involvement products. Hypotheses were tested using structural equation models, and multi-sample analysis. Results show that brand personality influences brand attachment and loyalty with a higher moderating effect on products with low involvement. Additionally, brand attachment influences brand loyalty with a higher moderating effect on highly involved products. As practical implications, we state that brand managers of high-involvement products must invest in digital tools that maximize the information available to the public to make decisions. Additionally, low-involvement product brand managers must invest in an identifiable image to make it easy for customers to find their brand. This research adds value because no research has been identified that addresses the study of attachment by comparing its operation in high and low-involvement contexts. It opens future research by introducing new variables in the brand personality scale in combination with that of attachment.
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Hwang, E., Baloglu, S., & Tanford, S. (2019). Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment. International Journal of Hospitality Management, 76, 19-28. https://doi.org/10.1016/j.ijhm.2018.03.009
Hwang, J., Kim, H., Kim, J., & Kim, I. (2021). Investigation of perceived risks and their outcome variables in the context of robotic restaurants. Journal of Travel & Tourism Marketing, 38, 263 - 281. https://doi.org/10.1080/10548408.2021.1906826.
Itasari, A. A., & Hastuti, N. H. (2023). The effect of advertisement, word of mouth, and brand awareness towards buying decision on" Ruang Guru Apps" in SMU Negeri XYZ Surakarta. Journal of Consumer Sciences, 8(2), 155-169. https://doi.org/10.29244/jcs.8.2.155-169
Jain, M. (2019). A study on consumer behavior-decision making under high and low involvement situations. IJRAR-International Journal of Research and Analytical Reviews, 6(1).
Jhingan, A. (2023). The role of brand personality in consumer brand engagement. Interantional Journal of Scientific Research in Engineering and Management 7(7), 1-10. https://doi.org/10.55041/ijsrem24794
Jiang, K., Zheng, J., & Luo, S. (2024). Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement. Journal of Retailing and Consumer Services, 77, 103660. https://doi.org/10.1016/j.jretconser.2023.103660
Jitprapai, N., Kittisaereekul, S., & Limsumlitnipa, T. (2021). An exploratory factor analysis of brand awareness in the low involvement product on social media channel. International Journal of Multidisciplinary: Applied Business and Education Research, 2(9), 828-834. https://doi.org/10.11594/ijmaber.02.09.13.
Ju, I., & Lou, C. (2022). Does influencer–follower relationship matter? Exploring how relationship norms and influencer–product congruence affect advertising effectiveness across product categories. Journal of Interactive Advertising, 22, 157 - 177. https://doi.org/10.1080/15252019.2022.2087809.
Juniarti, R. P., & Afiff, A. Z. (2020). Consumer response to different advertising appeals: The role of brand value and the perceptual fit of an extended brand for high-involvement products. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 17(2), 135-155. http://dx.doi.org/10.31106/jema.v17i2.6683
Kandemir, G., Pirtini, S., & Bayraktar, A. (2019). A research on the role of consumer involvement and product knowledge levels on purchasing decisions. Turkish Journal of Marketing, 4(2), 162-183. https://doi.org/10.30685/tujom.v4i2.57
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3). https://doi.org/10.14254/2071-8330.2019/12-3/1
Konstantoulaki, K., Kokkinaki, F., & Rizomyliotis, I. (2021). Choosing among alternative brands: revisiting the way involvement drives consumer selectivity. Review of Marketing Science, 19, 75 - 100. https://doi.org/10.1515/roms-2020-0054.
Lacoeuilhe, J. (2000). L’attechement à la marque: proposition d’une échelle de mesure. Recherche et Applications In Marketing, 15(4), 61–77. https://doi.org/10.1177/0767370100015004
Ladeira, W., de Oliveira Santini, F., & Carvalho Jardim, W. (2020). The influence of brand credibility on consumers’ attention to sales promotions. Journal of Promotion Management, 26(6), 855-873. https://doi.org/10.1080/10496491.2020.1745981
Lagodiienko, V., Karyy, O., Ohiienko, M., Kalaman, O., Lorvi, I., & Herasimchuk, T. (2019). Choosing effective internet marketing tools in strategic management. International Journal of Recent Technology and Engineering, 8(3), 5220-5225. https://doi.org/10.35940/ijrte.c5868.098319
Li, J. Y., Kim, J. K., & Alharbi, K. (2022). Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: The case of Nike’s Colin Kaepernick campaign. International Journal of Advertising, 41(2), 233-257. https://doi.org/10.1080/02650487.2020.1857111
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Authors
UgaldeC., KüsterI., & VilaN. (2024). Brand Attachment: The Moderating Effect of High and Low Involvement Products. Journal of Consumer Sciences, 9(2), 185-205. https://doi.org/10.29244/jcs.9.2.185-205
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