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Brand Attachment on Service Loyalty in Banking Sector

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  • Mohammad Javad Taghipourian
  • Mahsa Mashayekh Bakhsh

Abstract

The purpose of this study is to examine the effects of brand attachment on service loyalty to the services provided by financial sector. As one of the extremely valuable assets of every firm is its brand, attachment creates a deep emotional link between the consumers and the brand such that it contributes to the success of brand management process. To this end, the effects of two dimensions of the construct (brand-self connection and brand prominence) on each of the dimensions of service loyalty would be explored. The questionnaire is based on Park et al. (2010) and Sudhahar et al. (2006). The results of structural equations modeling indicated that brand attachment had a significant positive effect on service loyalty. Furthermore, the existed a positive effect on the dimensions of brand attachment¡ªi.e., brand-self connection and brand prominence¡ªand all dimensions of loyalty¡ªi.e., behavioral, attitudinal, cognitive, conative, affective, commitment, and trust). Among them, brand-self connection had the highest effect on cognitive loyalty, trust-based loyalty, and commitment-based loyalty while brand prominence was most effective on affective loyalty, cognitive loyalty, and trust-based loyalty.Because of the increase in the number of institutions in banking sector and the diversity of services they offer, banking managers can take the advantage of using the results of brand attachment's effect on the study variables and enhance the loyalty to their services.

Suggested Citation

  • Mohammad Javad Taghipourian & Mahsa Mashayekh Bakhsh, 2016. "Brand Attachment on Service Loyalty in Banking Sector," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 146-156, October.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:5:p:146-156
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    References listed on IDEAS

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    1. Yuksel, Atila & Yuksel, Fisun & Bilim, Yasin, 2010. "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty," Tourism Management, Elsevier, vol. 31(2), pages 274-284.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
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    1. Kristina Petravičiūtė & Beata Šeinauskiené & Aušra Rūtelionė & Krzysztof Krukowski, 2021. "Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity," Sustainability, MDPI, vol. 13(12), pages 1-21, June.

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    More about this item

    Keywords

    brand attachment; brand-self connection; behavioral loyalty; attitudinal loyalty; affective loyalty;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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