The Exploration on the Effect of Brand love on Brand Loyalty from the Perspective of Attachment Theory-

Taking the case of Mcdonld as an Example

The Exploration on the Effect of Brand love on Brand Loyalty from the Perspective of Attachment Theory-

Taking the case of Mcdonld as an Example

Presenter: Laura Chen10122617Instructor: Dr. Teresa HsuJan. 14, 2013

1

2

Introduction

Academic research on brand love or related constructs has been substantial, finding it to be associated with positive word of mouth and brand loyalty.

(Batra, Ahuvia, & Richard, 2012)

3

Introduction

The purpose of this study is to expand the scope of branding research by examining the components of brand love and the relationship between brand love, emotional attachment and brand loyalty.

4

Introduction

5

1. How do brand love and emotional attachment build long-term relationship between customer and brand?

2. Does brand love have a positive effect on brand loyalty?

Literature Review6

A strong relationship includes love and

passion which defined as a richer, deeper,

more long-lasting feeling than simple

preference.

(Fournier, 1998)

7

•Brand love is defined as the degree of passionate emotional attachment that a person has for a particular trade name.

•It involves an integration of the brand into the consumer’s sense of identity.

(Carroll, Barbara, & Aaron, 2006)

Literature Review

8

Literature ReviewBrand loyalty is the degree to which theconsumer is committed to repurchase of thebrand. It is a key indicator of thesustainability of a brand because beingloyalty to a brand decreases customer’sdesire to switch to another brand. (Oliver, 1999)

9

Literature Review• Attachment theory refers to an emotion laden target specific bond between an individual and an object.

(Bowlby, 1979)

• A valid measure of emotional attachment should predict consumer’s commitment to the brand, or their loyalty to the brand.

(Thomson, 2005)

10

Conceptual Framework

Brand loveBrand love

Emotional AttachmentEmotional Attachment

Brand LoyaltyBrand Loyalty

H1: Brand love has a positive effect on brand loyalty.

H2: Brand love has an effect on the brand loyalty through the mediating effect of emotional attachment.

Methodology11

Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2

Response rate is expected to reach to 80%

Response rate is expected to reach to 80%

About 200 questionnaires will be selected for data analysis

About 200 questionnaires will be selected for data analysis

Pilot study with30 students + Final survey to 300 students

Pilot study with30 students + Final survey to 300 students

12

Mcdonald is a an awesome restaurant.

I always go to Mcdonald.

13

I feel connected to it.

14

15

16

Data analysis

SPSS (valid

ity,

reliabilit

y)

AMOS 17.0 (CFA)

Path /regression

analysis (casual )

17