The Role of Brand Personality and Consumer Attachment Style in Strengthening Brand Relationships

Vanitha Swaminathan, University of Pittsburgh, USA
Karen Stilley, University of Pittsburgh, USA
Rohini Ahluwalia, University of Minnesota, USA
In a series of three studies, this research examines the impact of brand personality and attachment style differences on strength of brand attachment. Findings support our hypotheses regarding the manner in which brand personality and attachment style differences systematically influence brand attachment. Results show that anxiously attached individuals are more likely to be differentially influenced by brand personalities. Further, the results indicate that the level of avoidance predicts the types of brand personality that are most relevant to anxious individuals. Implications of these findings are discussed.
[ to cite ]:
Vanitha Swaminathan, Karen Stilley, and Rohini Ahluwalia (2009) ,"The Role of Brand Personality and Consumer Attachment Style in Strengthening Brand Relationships", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 703-704.