Bonding with cultural brands: exploring the 'binds that tie us'

Hartley, Nicole and Harrison, Paul 2007, Bonding with cultural brands: exploring the 'binds that tie us', in 9th International Conference on Arts & Cultural Management Proceedings, University of Valencia, Spain, Valencia, Spain, pp. 1-14.

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Title Bonding with cultural brands: exploring the 'binds that tie us'
Author(s) Hartley, Nicole
Harrison, Paul
Conference name International Conference on Arts and Cultural Management (9th : 2007 : Valencia, Spain)
Conference location Valencia, Spain
Conference dates 8-11 July 2007
Title of proceedings 9th International Conference on Arts & Cultural Management Proceedings
Editor(s) Cuadrado, Manuel
Montoro, Juan D.
Publication date 2007
Conference series Arts and Cultural Management Conference
Start page 1
End page 14
Publisher University of Valencia, Spain
Place of publication Valencia, Spain
Keyword(s) cultural branding
difficult brands
brand-consumer relationships
relationship marketing
Summary In contexts such as those in the arts and culture industry, where the use of branded products may be difficult to access due to intermittent availability, or, where the branded product outcomes may be difficult to predict, it is argued that consumers form complex relationships with brands.
In order to explore these complex relationships, this research explores the components of the bond that consumers form with arts and cultural products and brands. This research highlights empirically five components of brand bonding with arts and cultural products, viz., brand trust/affinity, social/self connectedness, loyalty, emotional connectedness and brand involvement. These results found that intricacies emerge, such as consumer optimism about branded product failures, anticipation of usage, and a sense of responsibility for the success of the brand. More importantly, these findings suggest that in situations where service outcomes are uncertain, and where the service is available intermittently, loyal consumers are still willing to develop a relationship based on their connectedness or bond with the brand, despite the situational difficulties associated with accessing it.
ISBN 9788496221321
8496221326
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30007958

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