Attitudes, purchase intention and consumer-human brand attachment

Recent branding research identifies celebrities as human brands and suggests that consumerhuman brand attachment may be a critical factor in shaping consumer behaviour. In this study, we extend Thomson’s (2006) work by testing the extent to which human-brand attachment influences consumers’ attitudes and purchase intentions. The results suggest that Autonomy, Relatedness and Commitment are antecedents to strong Attachment. Trust, conversely, is not related to Attachment. Attachment, in turn, is found to encourage positive evaluations of the Ad, Brand and Purchase Intention.8 page(s