Emotional Brand Attachment in Gen Y Consumers: Analysis of Brand Loyalty, Price Premiums & Brand Self Congruence in Metropolitan Markets

Poojaa Gokarna .

Abstract


Purpose: Emotional bonds and identification with the brand is an essential way marketer focus on creating more deep, long-lasting, and strong brand attachments with the consumers. Inspite of the fact that the literature throws light on the importance of emotions in building strong connections between consumers and brands using a branding strategy based on emotions, significant efforts have not been made to enrich our understanding of emotional branding. Also, prior research has found that inner need fulfilment leads to brand attachment however, the process to convert them into affective ties has not been explored. This research draws from self- congruence and looks to create a deeper understanding of how emotions could potentially create strong brand attachments between consumers and the respective brands. Also, it is trying to identify the relationship between need fulfilment & brand attachment which creates brand loyalty thereby creating the willingness to pay more by the customers. Methodology: A literature review has been conducted on related constructs i.e. need fulfilment, brand attachment, brand loyalty and brand self – congruence. Subsequently a conceptual empirical testing has been conducted. Finally, suggestions have been made for future studies and final remarks are presented. Findings: A conceptual framework has been developed revolving around the antecedents and consequences which transmits into Brand Loyalty thereby willingness of the customers to pay more. Implications: - This research brought forth various constructs that lead to brand self-congruence thereby leading to brand loyalty. It leads to development of marketing tool that can be used for the Gen Y consumers. Originality: The concepts of loyalty through the lens of brand self-congruence has rarely been discussed. This paper attempts to outline the same.

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