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Store-evoked affect, personalities, and consumer emotional attachments to brands

✍ Scribed by Ulrich R. Orth; Yonca Limon; Gregory Rose

Book ID: 116618600
Publisher: Elsevier Science
Year: 2010
Tongue: English
Weight: 189 KB
Volume: 63
Category: Article
ISSN: 0148-2963
DOI: 10.1016/j.jbusres.2009.10.018

No coin nor oath required. For personal study only.

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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