The Relationship between Brand Attachment and Consumers' Emotional Well-Being |
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| Authors: | Leonardo Aureliano-Silva Suzane Strehlau Vivian Strehlau |
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| Institution: | 1. Master Program in Food and Beverage Management, Universidade Anhembi Morumbi (UAM), S?o Paulo, Brazil;2. Master Program in Consumer Behavior, Escola Superior de Propaganda e Marketing (ESPM), S?o Paulo, Brazilleonardoaureliano@outlook.com;4. Master Program in Consumer Behavior, Escola Superior de Propaganda e Marketing (ESPM), S?o Paulo, Brazil |
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| Abstract: | The purpose of the study was to examine the relationship between brand attachment and emotional well-being of consumers based on the need for personal image management and feelings of arrogant pride. A study of 107 consumers of the Calvin Klein brand was performed. Data were analyzed using the structural equations modeling technique. The results indicated a positive relationship between brand attachment and emotional well-being of consumers. A relationship was also identified between brand attachment, image management, and emotional well-being, and brand attachment and arrogant pride. No relationship was identified between arrogant pride and emotional well-being. |
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| Keywords: | attachment brand emotional well-being luxury |
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