عنوان انگلیسی مقاله:

Brand and product attachment in an industrial context: The effects on brand loyalty

ترجمه عنوان مقاله: دلبستگی به برند و محصول در یک محیط صنعتی: آثار بر وفادارای به برند

رشته: مدیریت بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 19 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract Brand and product attachment in an industrial context

The role of attachment as a driver of industrial brand loyalty has largely been investigated at the interorganizational level,while there is a notable lack of studies on industrial buyers’ attachment to industrial brands and products. By researching an empirical setting in which buyers have first-person experience of product use,this study proposes the existence of brand attachment and product attachment in an industrial context and tests their influence on brand loyalty based on the results of a survey of 317 owner-operators of heavy trucks.

Findings suggest that while brand attachment positively and directly influences brand loyalty, product attachment indirectly drives brand loyalty through the mediating effects of brand attachment. Product irreplaceability, however,was found to be a direct driver of brand loyalty. The current research also proposes tests tomeasure the relationship between the constructs of brand attachment and product attachment. This research has several managerial and theoretical implications indicating that paying attention to the emotionalmeanings of industrial brands and products iswarranted, as are further studies on the application of attachment in industrial marketing.

Keywords: Brand attachment, Product attachment, Brand loyalty, Owner-operators, Trucks

مقدمه مقاله

Introduction Brand and product attachment in an industrial context

Brand loyalty has attracted attention in recent decades as brands are increasingly regarded as a vehicle to meet the challenge of building long-term relationships with customers in business-to-business markets (Mudambi, 2002; van Riel, de Mortanges, & Streukens, 2005). Previous studies provided evidence that industrial brand loyalty is driven primarily by the sense of attachment linking industrial buyers to their supplier(s), and secondarily by rational and normative motives (Čater & Čater, 2010; Čater & Zabkar, 2009; Rauyruen & Miller, 2007).

However, despite the growing acknowledgment of the role attachment plays in fostering loyalty in business relationships, there is a dearth of studies on another two forms of attachment that have been found to be strong precursors to brand loyalty in consumer contexts, and that previous scholars have suggested are also applicable in the business to business domain (Erevelles, 1998; Esch, Langner, Schmitt, & Geus, 2006; Gilliland & Johnston, 1997). The first deals with buyers’ attachment to industrial brands, that is, brand attachment, and the second with buyers’ attachment to industrial products, that is, product attachment. In brief, brand attachment and product attachment can be defined as the emotional feelings that link individuals with brands and products (Kleine & Baker, 2004; Park, MacInnis, & Priester, 2006; Park, MacInnis, Priester, Eisingerich, & Iacobucci, 2010).

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