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

Harrison, Paul, Shaw, Robin and McDonald, Heath 2006, An exploration of the components of relational bonds to an arts festival brand, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-9.

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Title An exploration of the components of relational bonds to an arts festival brand
Author(s) Harrison, Paul
Shaw, Robin
McDonald, Heath
Conference name Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)
Conference location Queensland University of Technology, Gardens Point Campus, Brisbane
Conference dates 4-6 December 2006
Title of proceedings ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings
Editor(s) Ali, Yunus
van Dessel, Maria
Publication date 2006
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Publisher Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication Brisbane, Qld.
Summary 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.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 1741071593
9781741071597
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2006, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006081

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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