Building customer’s emotional attachment to the brand is a key branding issue in today’s market. In addition, advertising strategy is also proving its important role in the success of companies. Therefore, in order to reach the long term success, it is crucial for companies to study how advertising affects consumers on building emotional attachment to the brand as well as the consequences of brand attachment.
To develop a formula for more effective advertising strategies, this study experimentally examines the effects of emotional ad content and attractiveness of celebrity endorsement on consumers’ responses toward the advertisement in terms of hedonic attitude toward the ad, perception toward the brand and behavioral intention.
The results show that different types of ad content, celebrity endorsement will lead to different customers’ responses. The advertisements with high emotional content and conveyed by high attractive celebrity get the most favorable responses from consumers compare to others. Furthermore, both attractiveness of celebrity endorsement and hedonic attitude toward the ad are found to have impact on brand attachment. Besides, this study also found that brand trust, brand loyalty, and brand identification are important consequences of brand attachment. And both brand trust, brand identification have significant effects on brand loyalty. Next, brand loyalty is found to have significant influence on purchase intention. Moreover, alternative attractiveness is found to negatively moderate the influences of brand trust and brand loyalty on purchase intention. Therefore, this study can help managers to understand the antecedents and consequences of brand attachment in terms of advertising perspective so they can apply in creating marketing strategy to retain customers and improve sales. The results of this study also can be used as a useful reference for academicians for further investigates empirical examination on brand attachment.

Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership: The next level of the brand revolution. New York: The Free Press.
Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customisation and experiential consumption: An explosion of subjectivity. Journal of Consumer Behaviour, 1(1), 50-66.
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of Applied Psychology, 90(3), 574-585.
Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214.
Alperstein, N. M. (1991). Imaginary social relationships with celebrities appearing in television commercials. Journal of Broadcasting & Electronic Media, 35(1), 43-58.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex service: The impact of corporate imange on quality, customer satisfaction and loyalty for customers with varying degree of service expertise. International Journal of Service Industry Management, 9(1), 7-23.
Argyriou, E., & Melewar, T. (2011). Consumer attitudes revisited: A review of attitude theory in marketing research. International Journal of Management Reviews, 13(4), 431-451.
Arndt, J. (1967). Perceived risk, sociometric integration, and word of mouth in the adoption of a new food product. Risk taking and information handling in consumer behavior. In Consumer Behaviour (pp. 289-316). MA: Harvard University (Research Division).
Aurier, P., Benavent, C., & N'goala, G. (2001). Validité discriminante et prédictive des composantes de la relation à la marque. Paper presented at the Proceedings of the 17th Congrès de l'Association Française du Marketing, Deauville, France, May.
Aurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3), 303-325.
Bagozzi, R. P., & Moore, D. J. (1994). Public service advertisements: Emotions and empathy guide prosocial behavior. The Journal of Marketing, 58(1), 56-70.
Bakir, A. (2012). A cross-national analysis of advertisement content. Journal of International Consumer Marketing, 24(3), 186-202.
Bao, Y., Bao, Y., & Sheng, S. (2011). Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation. Journal of Business Research, 64(2), 220-226.
Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40(4), 478-495.
Batra, R., & Ray, M. L. (1985). How advertising works at contact. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects (pp. 13-43). Hillsdale, NJ: Lawrence Erlbaum Associates.
Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
Beltramini, R. F. (1988). Perceived believability of warning label information presented in cigarette advertising. Journal of Advertising, 17(2), 26-32.
Berger, J., & Iyengar, R. (2013). Communication channels and word of mouth: How the medium shapes the message. Journal of Consumer Research, 40(3), 567-579.
Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the bond of identification: An investigation of its correlates among art museum members. The Journal of Marketing, 59(4), 46-57.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76-88.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
Bowlby, J. (1979). The making and breaking of affectional bonds. New York: Tavistock Publications Limited.
Bowlby, J. (1980). Attachment and loss: Loss, sadness and depression (Vol. 3). New York: Basic Books.
Brennan, K. A., Clark, C. L., & Shaver, P. R. (1998). Self-report measurement of adult attachment. In J. A. Simpson & W. S. Rholes (Eds.), Attachment theory and close relationships (pp. 46-76). New York: Guilford Press.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
Brown, S. P., Homer, P. M., & Inman, J. J. (1998). A meta-analysis of relationships between ad-evoked feelings and advertising responses. Journal of Marketing Research, 35(1), 114-126.
Browne, M. W., & Cudeck, R. (1989). Single sample cross-validation indices for covariance structures. Multivariate Behavioral Research, 24(4), 445-455.
Burton, S., & Lichtenstein, D. R. (1988). The effect of ad claims and ad context on attitude toward the advertisement. Journal of Advertising, 17(1), 3-11.
Buttle, H., Raymond, J., & Danziger, S. (2000). Do famous faces capture attention? Advances in Consumer Research, 27(0), 245-245.
Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
Chang, C. (2008). Ad framing effects for consumption products: An affect priming process. Psychology & Marketing, 25(1), 24-46.
Chang, M. L., & Wu, W. Y. (2012). Revisiting perceived risk in the context of online shopping: An alternative perspective of decision - making styles. Psychology & Marketing, 29(5), 378-400.
Chaplin, L. N., & John, D. R. (2005). The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32(1), 119-129.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. The Journal of Marketing, 65(2), 81-93.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354.
Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213.
Dauw, S., Zui, C., & O’Neal, G. (2011). Mr. Risk! Please trust me: Trust antecedents that increase online consumer purchase intention. Journal of Internet Banking and Commerce, 16(3), 1-23.
DeBono, K. G., & Harnish, R. J. (1988). Source expertise, source attractiveness, and the processing of persuasive information: A functional approach. Journal of Personality and Social Psychology, 55(4), 541-546.
Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.
Dellarocas, C., Zhang, X. M., & Awad, N. F. (2007). Exploring the value of online product reviews in forecasting sales: The case of motion pictures. Journal of Interactive Marketing, 21(4), 23-45.
Derbaix, C. M. (1995). The impact of affective reactions on attitudes toward the advertisement and the brand: A step toward ecological validity. Journal of Marketing Research, 32(4), 470-479.
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Donavan, D. T., Janda, S., & Suh, J. (2006). Environmental influences in corporate brand identification and outcomes. Journal of Brand Management, 14(1), 125-136.
Drigotas, S. M., & Rusbult, C. E. (1992). Should I stay or should I go? A dependence model of breakups. Journal of Personality and Social Psychology, 62(1), 62-87.
Dunn, J. R., & Schweitzer, M. E. (2005). Feeling and believing: The influence of emotion on trust. Journal of Personality and Social Psychology, 88(5), 736-748.
Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3), 421-433.
Edwards, K. (1990). The interplay of affect and cognition in attitude formation and change. Journal of Personality and Social Psychology, 59(2), 202-216.
Ellis, B. B. (1989). Differential item functioning: Implications for test translations. Journal of Applied Psychology, 74(6), 912-921.
Escalas, J. E., & Bettman, J. R. (2011). Connecting with celebrities: Celebrity endorsement, brand meaning, and self-brand connections. Journal of Marketing Research, 1(0), 1-35.
Esch, F.-R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105.
Farley, S. D., & Stasson, M. F. (2003). Relative influences of affect and cognition on behavior: Are feelings or beliefs more related to blood donation intentions? Experimental Psychology (formerly Zeitschrift für Experimentelle Psychologie), 50(1), 55-62.
Fishbien, M., & Ajzen, I. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs,New Jersey: Prentice-Hall.
Fournier, S. (1995). Toward the development of relationship theory at the level of the product and brand. Advances in Consumer Research, 22(0), 661-662.
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451-472.
Fraley, R. C., & Shaver, P. R. (2000). Adult romantic attachment: Theoretical developments, emerging controversies, and unanswered questions. Review of General Psychology, 4(2), 132-154.
Freiden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 63(2), 70-87.
Garver, M. S., & Mentzer, J. T. (1999). Logistics research methods: Employing structural equation modeling to test for construct validity. Journal of Business Logistics, 20(1), 33-58.
Gefen, D., Benbasat, I., & Pavlou, P. (2008). A research agenda for trust in online environments. Journal of Management Information Systems, 24(4), 275-286.
Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 25(2), 186-192.
Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721-739.
Goldberg, M. E., & Gorn, G. J. (1987). Happy and sad TV programs: How they affect reactions to commercials. Journal of Consumer Research, 14(3), 387-403.
Goldenberg, J., Libai, B., & Muller, E. (2001). Talk of the network: A complex systems look at the underlying process of word-of-mouth. Marketing Letters, 12(3), 211-223.
Golob, T. F. (2003). Structural equation modeling for travel behavior research. Transportation Research Part B: Methodological, 37(1), 1-25.
Gouteron, J. (2006). L’impact de la personnalite´ de la marque sur la relation marque-consommateur, applicationau marché du prêt-à-porter féminin. Revue Franc¸aise du Marketing, 207(1), 43-59.
Gouteron, J. (2008). L’impact de la personnalité de la marque sur la relation a` la marque dans le domaine de la téléphonie mobile. La Revue des Sciences de Gestion, 233(4), 115-127.
Grewal, D., Levy, M., & Lehmann, D. R. (2004). Retail branding and customer loyalty: An overview. Journal of Retailing, 80(4), 9-12.
Grewal, R., Mehta, R., & Kardes, F. R. (2004). The timing of repeat purchases of consumer durable goods: The role of functional bases of consumer attitudes. Journal of Marketing Research, 41(1), 101-115.
Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052-1059.
Guibert, N. (1999). La confiance en marketing: Fondements et applications. Recherche et Applications en Marketing, 14(1), 1-19.
Gurviez, P., & Korchia, M. (2002). Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque. Recherche et Applications en Marketing, 17(3), 41-61.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7 ed.). New Jersey: Prentice Hal.
Hatcher, L. (1994). A step-by-step approach to using the SAS system for factor analysis and structural equation modeling. Cary, NC: Sas Institute.
Hazan, C., & Shaver, P. R. (1994). Attachment as an organizational framework for research on close relationships. Psychological Inquiry, 5(1), 1-22.
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657.
Herbst, K. C., Hannah, S. T., & Allan, D. (2012). Advertisement disclaimer speed and corporate social responsibility:“Costs” to consumer comprehension and effects on brand trust and purchase intention. Journal of Business Ethics, 117(2), 297-311.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior (Vol. 14): Wiley New York.
Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller's sales force:The Power of brand identification. Journal of Marketing, 74(4), 81-96.
Iyengar, R., Van den Bulte, C., & Valente, T. W. (2011). Opinion leadership and social contagion in new product diffusion. Marketing Science, 30(2), 195-212.
Jahn, S., Gaus, H., & Kiessling, T. (2012). Trust, commitment, and older women: Exploring brand attachment differences in the elderly segment. Psychology & Marketing, 29(6), 445-457.
Johnson, D. J., & Rusbult, C. E. (1989). Resisting temptation: Devaluation of alternative partners as a means of maintaining commitment in close relationships. Journal of Personality and Social Psychology, 57(6), 967-980.
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(2), 259-274.
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88-99.
Jöreskog, K. G., & Sörbom, D. (1996). LISREL 8: User's reference guide (2 ed.). Lincolnwood, USA: Scientific Software International.
Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18(4/5), 285-299.
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
Katz, E., & Lazarsfeld, P. (1955). Personal influence. Glencoe, IL: Free Press.
Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742.
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14-21.
Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57-78.
Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Kim, J. B. (2012). An empirical study on consumer first purchase intention in online shopping: Integrating initial trust and TAM. Electronic Commerce Research, 12(2), 125-150.
Kleine, S. S., & Baker, S. M. (2004). An integrative review of material possession attachment. Acad Mark Sci Rev 2004(1), 1-36.
Kotler, P. (2000). Marketing management: The millennium edition. Upper Saddle River, New Jersey: Prentice-Hall
Kuenzel, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management, 17(5), 293-304.
Kuhn, K.-A. L., Alpert, F., & Pope, N. K. L. (2008). An application of Keller's brand equity model in a B2B context. Qualitative Market Research: An International Journal, 11(1), 40-58.
Kwon, W.-S., & Lennon, S. J. (2009). What induces online loyalty? Online versus offline brand images. Journal of Business Research, 62(5), 557-564.
Lacoeuilhe, J., & Belaïd, S. (2007). Quelle (s) mesure (s) pour l'attachement à la marque? Revue Française du Marketing, 213(3), 7-25.
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: the influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-12.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128-146.
Lee, A. Y., & Labroo, A. A. (2004). The effect of conceptual and perceptual fluency on brand evaluation. Journal of Marketing Research, 41(2), 151-165.
Lee, Y. K., Ahn, W. K., & Kim, K. (2008). A study on the moderating role of alternative attractiveness in the relationship between relational benefits and customer loyalty. International Journal of Hospitality & Tourism Administration, 9(1), 52-70.
Leskovec, J., Adamic, L. A., & Huberman, B. A. (2007). The dynamics of viral marketing. ACM Transactions on the Web (TWEB), 1(1), 5-14.
Lin, C. L., Lee, S. H., & Horng, D. J. (2011). The effects of online reviews on purchasing intention: The moderating role of need for cognition. Social Behavior and Personality: An International Journal, 39(1), 71-81.
Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114-130.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.
MarketWatch. (2006). A-list celebrity endorsements are failing to dazzle consumers. MarketWatch: Global Round-up, 5(9), 29-30.
McEwen, W. J. (2005). Married to the brand: Why consumers bond with some brands for life: Lessons from 60 years of research into the psychology of consumer relationships. New York: Gallup Press.
Moore, D. J., Harris, W. D., & Chen, H. C. (1995). Affect intensity: An individual difference response to advertising appeals. Journal of Consumer Research, 22(2), 154-164.
Moore, D. J., & Hoenig, S. (1989). Negative emotions as mediators of attitudes in advertising appeals. Advances in Consumer Research, 16(1), 581-586.
Moore, S. G. (2012). Some things are better left unsaid: How word of mouth influences the storyteller. Journal of Consumer Research, 38(6), 1140-1154.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Oliva, T. A., Oliver, R. L., & MacMillan, I. C. (1992). A catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56(3), 83-95.
Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63(4), 33-44.
Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440-453.
Page, T. J., Thorson, E., & Heide, M. P. (1990). The memory impact of commercials varying in emotional appeal and product involvement. In S. J. Agres, J. A. Edell & T. M. Dubitsky (Eds.), Emotion in advertising (pp. 255-268). New York: Quorum Books.
Park, C. W., MacInnis, D., & Priester, J. (2007). Beyond attitudes: Attachment and consumer behavior. Seoul National Journal, 12(2), 3-36.
Park, C. W., & MacInnis, D. J. (2006). What’s in and what’s out: Questions on the boundaries of the attitude construct. Journal of Consumer Research, 33(1), 16-18.
Park, C. W., MacInnis, D. J., Priester, J. R., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, Forthcoming, 74(6), 16-10.
Patch, C. S., Tapsell, L. C., & Williams, P. G. (2005). Attitudes and intentions toward purchasing novel foods enriched with omega-3 fatty acids. Journal of Nutrition Education and Behavior, 37(5), 235-241.
Patterson, P. G., & Smith, T. (2001). Relationship benefits in service industries: A replication in a Southeast Asian context. Journal of Services Marketing, 15(6), 425-443.
Paulssen, M., & Fournier, S. (2007). Attachment security and the strength of commercial relationships: A longitudinal study. Humboldt-Univ.: Wirtschaftswiss. Fak.
Petty, R. E., & Cacioppo, J. T. (1984). Source factors and the elaboration likelihood model of persuasion. Advances in Consumer Research, 11(1), 668-672.
Pieters, R., Wedel, M., & Batra, R. (2010). The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing, 74(5), 48-60.
Ping, R. A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320-352.
Priester, J. R., & Petty, R. E. (2003). The influence of spokesperson trustworthiness on message elaboration, attitude strength, and advertising effectiveness. Journal of Consumer Psychology, 13(4), 408-421.
Ratneshwar, S., & Chaiken, S. (1991). Comprehension's role in persuasion: The case of its moderating effect on the persuasive impact of source cues. Journal of Consumer Research, 18(1), 52-62.
Raturi, S., & Parekh, V. (2012). The impact of national apparel brand attributes on customer purchase intention. SIES Journal of Management, 8(2), 43-53.
Reichheld, F. F. (2001). The loyalty effect: The hidden force behind growth, profits, and lasting value. Boston, MA: Harvard Business Press.
Ruth, J. A. (2001). Promoting a brand's emotion benefits: The influence of emotion categorization processes on consumer evaluations. Journal of Consumer Psychology, 11(2), 99-113.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior. New Delhi: Dorling Kindersley (India) Pvt. Ltd.
Schmitt, P., Skiera, B., & Van den Bulte, C. (2011). Referral programs and customer value. Journal of Marketing, 75(1), 46-59.
Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22(1), 43-61.
Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: Antecedents and consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909.
Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. The Social Psychology of Intergroup Relations, 33(1), 47.
Tanaka, J. S., & Huba, G. J. (1985). A fit index for covariance structure models under arbitrary GLS estimation. British Journal of Mathematical and Statistical Psychology, 38(2), 197-201.
Tax, S. S., Chandrashekaran, M., & Christiansen, T. (1993). Word-of-mouth in consumer decision-making: An agenda for research. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6(10), 74-80.
Thomson, M. (2006). Human brands: Investigating antecedents to consumers' strong attachments to celebrities. Journal of Marketing, 70(3), 104-119.
Thomson, M., & Johnson, A. R. (2006). Marketplace and personal space: Investigating the differential effects of attachment style across relationship contexts. Psychology & Marketing, 23(8), 711-726.
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.
Till, B. D., Stanley, S. M., & Priluck, R. (2008). Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction. Psychology & Marketing, 25(2), 179-196.
Trinke, S. J., & Bartholomew, K. (1997). Hierarchies of attachment relationships in young adulthood. Journal of Social and Personal Relationships, 14(5), 603-625.
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59.
Van Lange, P. A., Rusbult, C. E., Drigotas, S. M., Arriaga, X. B., Witcher, B. S., & Cox, C. L. (1997). Willingness to sacrifice in close relationships. Journal of Personality and Social Psychology, 72(6), 1373-1395.
Vlachos, P. A., Theotokis, A., Pramatari, K., & Vrechopoulos, A. (2010). Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety. European Journal of Marketing, 44(9/10), 1478-1499.
Vlachos, P. A., Tsamakos, A., Vrechopoulos, A., & Avramidis, P. (2009). Corporate social responsibility: Attributions, loyalty and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170-180.
Wangenheim, F., & Bayon, T. (2004). Satisfaction, loyalty and word of mouth within the customer base of a utility provider: Differences between stayers, switchers and referral switchers. Journal of Consumer Behaviour, 3(3), 211-220.
Williams, D. R., & Vaske, J. J. (2003). The measurement of place attachment: Validity and generalizability of a psychometric approach. Forest Science, 49(6), 830-840.
Woodside, A. G., & Delozier, M. W. (1976). Effects of word of mouth advertising on consumer risk taking. Journal of Advertising, 5(4), 12-19.
Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25(5), 310-322.
Wu, W. Y., Linn, C. T., Fu, C. S., & Sukoco, B. M. (2012). The role of endorsers, framing, and rewards on the effectiveness of dietary supplement advertisements. Journal of Health Communication, 17(1), 54-75.
Yim, C. K., Tse, D. K., & Chan, K. W. (2008). Strengthening customer loyalty through intimacy and passion: Roles of customer-firm affection and customer-staff relationships in services. Journal of Marketing Research, 45(6), 741-756.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Yoo, C., & MacInnis, D. (2005). The brand attitude formation process of emotional and informational ads. Journal of Business Research, 58(10), 1397-1406.
Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890-895.