Brand Attachment and its Effects on Proselytism and the Resistance to Change: Comparative Study between Two Categories of Products

Abstract

La version francaise de cet article peut etre consultee a http://ssrn.com/abstract=2615471This research proposes an examination of the various conceptualizations of the durable relation to the brand. The notion of emotional attachment constitutes a significant variable of this relation where certain consumers develop a particular attachment for a category of well determined mark and which from a consumer to another. Few researchers were interested in the antecedents and the consequences and empirically tested their effect. We propose in this paper firstly to explore the explanatory factors of the intensity of the attachment by distinguishing two groups from determinants. First variable relational “individual mark” and the second includes “traditional” variables. And secondly we present the consequences of the attachment on proselytism and the resistance to change.