Abstract/Description

Previous studies have talked about how a consumer attaches himself emotionally with a particular brand. There were a number of factors identified by the various studies conducted in west. In this study we examined the effect of Affection, Passion, Connection, Irreplaceablity, Indispensability and Self- Extension as the factors that lead to the emotional attachment of the consumer towards brands. The main purpose of the study was to replicate the similar model here to find out a) Does a consumer attaches himself emotionally with a brand in Pakistan and b) Are the factors identified in the research have any correlation between them?

Location

Room S1

Session Theme

Session 3: Services Marketing (Track: Consumer Behavior)

Session Type

Event

Session Chair

Dr. Wafica Ghoul, Dr. Mohammed Solaiman

Session Moderator

Dr. Huma Amir

Start Date

5-5-2012 2:30 PM

End Date

5-5-2012 4:20 PM

Comments

Student Colloquium: Parallel Sessions

Session 3: Services Marketing

Track: Consumer Behavior

Download

Included in

Business Commons

Share

COinS
 
May 5th, 2:30 PM May 5th, 4:20 PM

Student Colloquium: Factors constructing consumer’s emotional attachment towards brands

Room S1

Previous studies have talked about how a consumer attaches himself emotionally with a particular brand. There were a number of factors identified by the various studies conducted in west. In this study we examined the effect of Affection, Passion, Connection, Irreplaceablity, Indispensability and Self- Extension as the factors that lead to the emotional attachment of the consumer towards brands. The main purpose of the study was to replicate the similar model here to find out a) Does a consumer attaches himself emotionally with a brand in Pakistan and b) Are the factors identified in the research have any correlation between them?