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Download PDF by C. Whan Park, Deborah J. Macinnis, Joseph Priester: Brand Attachment: Construct, Consequences and Causes

By C. Whan Park, Deborah J. Macinnis, Joseph Priester

ISBN-10: 1601981007

ISBN-13: 9781601981004

ISBN-10: 1601981015

ISBN-13: 9781601981011

Model Attachment presents a theoretical build in regards to the elements that underlie robust model relationships. The authors outline the build of name attachment and differentiate it from different constructs arguing that model attachment is necessary to consequence variables that underscore the brand's worth to the enterprise. This monograph provides to the literature through articulating the antecedents to robust model attachments together with either the bases on which powerful model attachments shape and the promoting actions that foster them. The authors posit that robust brand-customer attachments derive from the brand's luck at developing powerful model self-connections through satisfying, permitting, and/or assuring the self. those successes are themselves contingent at the effectiveness of selling actions that use impact, typicality, vividness, and wealthy details to foster a powerful model self connection via a strategic model exemplar. model Attachment describes the attachment build, its dating to different constructs, the character of brand-self connections, and the position of strategic model exemplars in developing those connections. The authors additionally research theoretical and managerial concerns round this subject.

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Brand Attachment: Construct, Consequences and Causes by C. Whan Park, Deborah J. Macinnis, Joseph Priester


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