Attachment–Aversion (AA) Model of Customer–Brand Relationships

By Choong Whan Park, Andreas B. Eisingerich, J. Park. 2013

418 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/17cf24a60ded73cfe5c1f3d97891288838c2fe5d

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In Experimental and Cognitive Psychology

In Marketing

In Organizational Behavior and Human Resource Management

Citations in the corpus

Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “…a construct differ, many papers that empirically examine this construct operationalize it similarly, with items reflecting the extent to which the brand is “connected to the self” and reflects “me and who I am” (e.g., Chaplin & John, 2005; Escalas & Bettman, 2003, 2005; Park et al., 2010, 2013a).”
Expanding customer engagement: the role of negative engagement, dual valences and contexts (2020, background): “Feelings of anger and hostility arise in response to unfulfilled service expectations when a customer’s sense of autonomy and efficacy is violated (Smith, 2013; Park et al., 2013).”
Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media (2017, methodology): “Finally, our study supports the notion that consumers’ identification can derive from brand’s role as a commonly shared cultural symbol (McCracken, 1986; Escalas and Bettman, 2003) and from direct interactions between consumers and brands (Belk, 1988; Park et al., 2013).”
Influence of brand experience on customer inspiration and pro-environmental intention (2020, background): “…responses, such as positivity and delightfulness (Finn, 2005; Liang et al., 2016; Thrash et al., 2010); attitudinal responses, such as brand attachment, customer satisfaction and loyalty (Böttger et al., 2017; Park et al., 2013); and behavioural responses, such as engagement (An & Youn, 2018).”
Drivers of brand community engagement (2020, background): “Brand consumption enhances the self-esteem of the customers that can strengthen the attachment with the brand, create stronger selfbrand connections, and ultimately increases the quality of the relationships (Park et al., 2013; Huang and Mitchell, 2014).”
Why Narrative Ads Work: An Integrated Process Explanation (2017, methodology): ““Being” goals refer to a person’s identity projects and can be accomplished via a product/brand’s selfenriching benefits, which validate or signal a sense of identity (Park, Eisingerich, and Park 2013).”
The Influence of Social Crowding on Brand Attachment (2018, background): “Attachment to a brand can increase the willingness to communicate about it and can increase brand loyalty (Park et al. 2010; Park, Eisingerich, and Park 2013; Thomson et al. 2005).”
Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality (2019, background): “In the present research, we argue that ‘perceived brand ethicality’ act as an important intangible symbolic resource that helps, inter alia, satisfy consumers' need for self-identity and self-expression (Johnson, Matear, & Thomson, 2011; Park et al., 2013).”