Affective Response, Attitude, and Consumer Emotional Attachment to Brands

Description

This book outlines a comprehensive exploration of how emotional reactions and attitudes shape consumer’s emotional attachment to brand in an increasingly competitive and emotional market. It provides a multidimensional understanding of the psychological and social mechanisms that drive consumer-brand relationships, loyalty and long-term engagement through theory and practice. Affective reactions, attitudes, and consumer emotional attachments to brands: theoretical and practical perspectives provide an in-depth study of how emotions and attitudes shape the relationship between consumers and brands. Integrating the theoretical framework of behavioral psychology, emotional branding and marketing communications, the book examines the emotional and cognitive mechanisms that foster consumer loyalty and brand attachment. It emphasizes the influence of empathy, the hedonistic experience, the utilitarian value, and advertising responses on consumer behavior, highlighting that emotional connections often outweigh rational decisions on brand preferences and purchase intention. In a balanced theoretical analysis and empirical evidence, the book bridges the gap between academic research and practical marketing strategies and offers valuable guidance to scholars, marketing professionals and brand strategists looking to create emotionally harmonious brands in today’s competitive market.