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

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.