Business Commons^™

Student Colloquium: Factors Constructing Consumer’S Emotional Attachment Towards Brands, Sarah Zubair, Syed Sayem Mustafa, Ehsan Ali Khan

International Conference on Marketing

Previous studies have talked about how a consumer attaches himself emotionally with a particular brand. There were a number of factors identified by the various studies conducted in west. In this study we examined the effect of Affection, Passion, Connection, Irreplaceablity, Indispensability and Self- Extension as the factors that lead to the emotional attachment of the consumer towards brands. The main purpose of the study was to replicate the similar model here to find out a) Does a consumer attaches himself emotionally with a brand in Pakistan and b) Are the factors identified in the research have any correlation between …