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Central European Management Journal

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Year 3/2021 
Volume 29 
Issue 1

The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

Faheem Gilal
Sukkur IBA University

Naeem Gilal
School of Management, Huazhong University of Science and Technology

Rukhsana Gilal
Sukkur IBA University

Zhenxing Gon
School of Business, Liaocheng University

Waseem Gilal
Sukkur IBA University

Muhammad Tunio
Alpen-Adria-Universität Klagenfurt

3/2021 29 (1) Central European Management Journal

DOI 10.7206/cemj.2658-0845.39

Article contents

Abstract

Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships.

Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers to test the hypotheses using AMOS 24.0 and SPSS 24.0. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and moderation analysis techniques were used as data analysis methods.

Findings: Results show that when brand attachment and brand passion were assessed, the brand passion has the highest effect on purchase intention. Moreover, our data reveal that brand attachment is more likely to lead to consumer purchase intention for convenience products, while brand passion is more promising for increasing consumer purchase intention for high-involvement shopping products. Finally, we provide a detailed discussion of how these results can be applied to both research and practice.

Implications: This study offers recommendations for how practitioners can strengthen purchase intentions of convenience and shopping brands in emerging markets.

Originality/value: This study is the first to prove that brand attachment is a driver of purchase intention of low-involvement convenience brands, whereas brand passion is a more prominent predictor of the purchase intention of high-involvement shopping brands.

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Gilal, Faheem Gul & Gilal, Naeem Gul & Gilal, Rukhsana Gul & Gon, Zhenxing & Gilal, Waseem Gul & Tunio, Muhammad Nawaz (2021). The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?. (2021). The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?. Central European Management Journal, 29(1), 14–38. https://doi.org/10.7206/cemj.2658-0845.39 (Original work published 3/2021AD)

MLA style

Gilal, Faheem Gul and Gilal, Naeem Gul and Gilal, Rukhsana Gul and Gon, Zhenxing and Gilal, Waseem Gul and Tunio, Muhammad Nawaz. “The Ties That Bind: Do Brand Attachment And Brand Passion Translate Into Consumer Purchase Intention?”. 3/2021AD. Central European Management Journal, vol. 29, no. 1, 2021, pp. 14–38.

Chicago style

Gilal, Faheem Gul and Gilal, Naeem Gul and Gilal, Rukhsana Gul and Gon, Zhenxing and Gilal, Waseem Gul and Tunio, Muhammad Nawaz. “The Ties That Bind: Do Brand Attachment And Brand Passion Translate Into Consumer Purchase Intention?”. Central European Management Journal, Central European Management Journal, 29, no. 1 (2021): 14–38. doi:10.7206/cemj.2658-0845.39.

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