Brand romance: a complementary approach to explain emotional attachment toward brands
By Hemant Patwardhan, Siva K. Balasubramanian. 2011
169 citations recorded by the source corpus.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/47c491ecd09e5ff2742b3223161df2759bf3a0e3
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In Marketing
In Organizational Behavior and Human Resource Management
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Citations in the corpus
- What type of relationship do we have with loved brands (2014, background): “…and Chestnut, 1978), brand trust (Chaudhuri and Holbrook, 2001), brand attachment (Belaid and Behi, 2011; Park et al., 2010), brand passion (Bauer et al., 2004), brand romance (Patwardhan and Balasubramanian, 2011), brand tribalism (Veloutsou and Moutinho, 2009), and brand love (Ahuvia, 2005).”
- Corporate Branding, Emotional Attachment and Brand Loyalty: The Case of Luxury Fashion Branding (2016, background): “…can develop emotional attachments to a variety of objects such as gifts, collectibles (Slater, 2001), and – significantly for the current study – brands (Patwardhan, 2011) Even though a customer’s attachment found in a human human relationship is more powerful than an object, the basic properties…”
- Brand loyalty: Exploring self-brand connection and brand experience (2018, background): “For example, sensory brand experience should result in aesthetic pleasure, enthusiasm, attractiveness and contentment (Schmitt, 1999), while intense positive emotions toward a brand can cause mental arousal (Patwardhan and Balasubramanian, 2011).”
- Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis (2015, unknown): “…2010; Thomson, MacInnis, & Park, 2005), brand passion (Albert, Merunka, & Valette-Florence, 2012; Bauer, Heinrich, & Martin, 2007), brand romance (Patwardhan & Balasubramanian, 2011), brand relationship orientation (Aurier & Lanauze, 2012), brand commitment (Walsh, Winterich, & Mittal, 2010),…”
- The influence of flow experience in the augmented reality context on psychological ownership (2021, background): “One possible explanation is that, attachment theory highlights the value of tradition, endurance, and stability in a relationship (Patwardhan and Balasubramanian 2011), based on this, consumers with a high level of attachment to a certain brand may perceive that it is the brand’s heritage and…”