harrison-explorationofthecomponent-2006.pdf (45.42 kB)
An exploration of the components of relational bonds to an arts festival brand
conference contribution
posted on 2006-01-01, 00:00 authored by Paul HarrisonPaul Harrison, Robin Shaw, H McDonaldThis 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.
History
Event
Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)Pagination
1 - 9Publisher
Queensland University of Technology, School of Advertising, Marketing and Public RelationsLocation
Queensland University of Technology, Gardens Point Campus, BrisbanePlace of publication
Brisbane, Qld.Start date
2006-12-04End date
2006-12-06ISBN-13
9781741071597ISBN-10
1741071593Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2006, ANZMACEditor/Contributor(s)
Y Ali, M van DesselTitle of proceedings
ANZMAC 2006 : Advancing theory, maintaining relevance, proceedingsUsage metrics
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