An exploration of the components of relational bonds to an arts festival brand


Autoria(s): Harrison, Paul; Shaw, Robin; McDonald, Heath
Contribuinte(s)

Ali, Yunus

van Dessel, Maria

Data(s)

01/01/2006

Resumo

This research investigates the nature of the bonds that consumers form with a brand that provides highly uncertain outcomes, and is only available intermittently. The research model draws upon elements of Keller’s (2001) conceptualisation of brand resonance, and extends McAlexander, Kim, and Roberts’ (2003), and Muniz and O’Guinn’s (2001) brand community construct, testing these in an atypical service environment. Qualitative research suggested the need for a broader view of the bond formed in these circumstances, specifically one comprising measures of anticipation of usage, social attraction, commitment, loyalty, and trust. This paper reports on analysis undertaken to develop such a construct, which has been labelled “brand affinity”. Tests for discriminant validity suggest that the brand affinity construct is a distinct construct that can be used to measure consumer attitudes toward a highly uncertain, intermittently available product.<br />

Identificador

http://hdl.handle.net/10536/DRO/DU:30006081

Idioma(s)

eng

Publicador

Queensland University of Technology, School of Advertising, Marketing and Public Relations

Relação

http://dro.deakin.edu.au/eserv/DU:30006081/harrison-explorationofthecomponent-2006.pdf

http://smib.vuw.ac.nz:8081/WWW/ANZMAC2006/documents/Harrison_Paul.pdf

Direitos

2006, ANZMAC

Tipo

Conference Paper