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Permanent link: http://hdl.handle.net/1959.3/192908
- An exploration of the components of relational bonds to an arts festival brand
Shaw, Robin N.;
- This research investigates the nature of the bonds that consumers form with a brand that provides highly uncertain outcomes, and is only available intermittently. The research model draws upon elements of Keller's (2001) conceptualisation of brand resonance, and extends McAlexander, Kim, and Roberts' (2003), and Muniz and O'Guinn's (2001) brand community construct, testing these in an atypical service environment. Qualitative research suggested the need for a broader view of the bond formed in these circumstances, specifically one comprising measures of anticipation of usage, social attraction, commitment, loyalty, and trust. This paper reports on analysis undertaken to develop such a construct, which has been labelled 'brand affinity'. Tests for discriminant validity suggest that the brand affinity construct is a distinct construct that can be used to measure consumer attitudes toward a highly uncertain, intermittently available product.
- Publication Type
- Conference paper
- Proceedings of 'Advancing Theory, Maintaining Relevance', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2006), Brisbane, Australia, 04-06 December 2006 / Elizabeth Macpherson and Ingrid Larkin (ed.)
- Publication Year
- FOR Code(s)
0806 Information Systems
- Australian and New Zealand Marketing Academy
- Publisher URL
- Copyright © 2006 the authors. Published version reproduced in accordance with the copyright policy of the publisher.
- Full Text
- Peer Reviewed