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Causes of Brand Attachment and Its Effect on Consumers' Information Processing, Evaluations, and Behaviors

By Park, C. Whan

Causes of Brand Attachment and Its Effect on Consumers' Information Processing, Evaluations, and Behaviors Business, Finance & Career

Causes of Brand Attachment and Its Effect on Consumers' Information Processing, Evaluations, and Behaviors

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Description
In Causes of Brand Attachment and Its Effect on Consumers' Information Processing, Evaluations, and Behaviors, C. Whan Park explores the psychological drivers behind consumers' deep emotional bonds with brands and how these attachments influence their thoughts, judgments, and actions.Park identifies key factors-such as self-identity, emotional resonance, and symbolic meaning-that cause consumers to form meaningful relationships with brands. He then examines how these attachments impact the way consumers process brand-related information, evaluate competing options, and remain loyal over time.The book bridges emotional branding with cognitive processing, offering a multi-dimensional framework for understanding how affection and loyalty develop and persist. For marketers, brand strategists, and scholars, it provides actionable insights into how brand attachment can shape long-term consumer behavior.As part of the Legend in Consumer Behavior series, this book solidifies Park's reputation as a thought leader in emotional and cognitive branding research.
Product details
Binding:
Paperback
Number of Pages:
432
Release Date:
2025-08-12
Publication Date:
2025-08-12
Publisher:
Vibrant Publishers
Languages:
Original: English
ISBN10:
1636516203
ISBN13:
9781636516202
Weight:
622 g
Height:
152 cm
Width:
229 cm
Thickness:
23 cm
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