Brand attachment is an important element since it contributes immensely towards the ability of an organization to record persistent success and to survive in the long run. As a concept and practice, brand attachment refers to the strength of the bond that connects the brand with the self (MacInnis, Park, and Prieste 2014). It is a type of self-extension often characterized as analogous to interpersonal bonds. As such, according to Yao, Chen, and Xu (2015), individuals are known to extend their self to objects including places, other individuals, and possessions. It tends to capture not only the emotional but ...
Essays on Technology AND Education
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Brand attachment is an important element since it contributes immensely towards the ability of an organization to record persistent success and to survive in the long run. As a concept and practice, brand attachment refers to the strength of the bond that connects the brand with the self (MacInnis, Park, and Prieste 2014). It is a type of self-extension often characterized as analogous to interpersonal bonds. As such, according to Yao, Chen, and Xu (2015), individuals are known to extend their self to objects including places, other individuals, and possessions. It tends to capture not only the emotional but ...
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