𝔖 Bobbio Scriptorium
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Design benefits, emotional responses, and brand engagement

✍ Scribed by C. Leventhal, Richard; Franzak, Frank; Makarem, Suzanne; Jae, Haeran

Book ID
125512405
Publisher
Emerald Group Publishing Limited
Year
2014
Tongue
English
Weight
123 KB
Volume
23
Category
Article
ISSN
1061-0421

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## Abstract In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word‐of‐mouth, and forgiveness. The effect is pron