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. Attached Files Name Description MIMEType Size Downloads Title Bonding with cultural brands: exploring the 'binds that tie us' Author(s) Hartley, Nicole Harrison, Paul orcid.org/0000-0003-4242-6627 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 Collections: Faculty of Business and Law Deakin Business School Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 30 Jan 2009, 12:25:02 EST Wed, 28 Apr 2010, 14:43:12 EST Wed, 28 Apr 2010, 14:44:05 EST Fri, 16 Mar 2012, 16:14:21 EST Fri, 17 Oct 2014, 08:58:22 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 1183 Abstract Views, 5 File Downloads  -  Detailed Statistics Created: Mon, 29 Sep 2008, 09:02:49 EST