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

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conference contribution
posted on 2006-01-01, 00:00 authored by Paul HarrisonPaul Harrison, Robin Shaw, H McDonald
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.

History

Event

Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)

Pagination

1 - 9

Publisher

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

Location

Queensland University of Technology, Gardens Point Campus, Brisbane

Place of publication

Brisbane, Qld.

Start date

2006-12-04

End date

2006-12-06

ISBN-13

9781741071597

ISBN-10

1741071593

Language

eng

Notes

Reproduced with the specific permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2006, ANZMAC

Editor/Contributor(s)

Y Ali, M van Dessel

Title of proceedings

ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings

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