An exploration of antecedents and consequences of brand attachment among a cross section of Malaysian consumers

Abstract

This article discusses the findings of an explorative study which identified the antecedents of brand attachment and its consequences among a small cross section of selected Malaysian consumers. The findings provide some deeper insights on brand attachment, as unlike previous studies this study elicited responses not only from goods brands, but also service brands. Additionally, this research not only gained insight on the antecedents of brand attachment among a small selected cross section of Malaysian consumers but also importantly addressed its consequences. In-depth interviews were conducted and four major antecedents of brand attachment emerged, namely achieving self and social goals, strong product and service characteristics, positive reminiscence and consumer expectations. Six consequences of attachment to brands were identified and these included commitment, sacrifice for the brand, brand advocacy, competing brands are ranked second, automatic brand recollection and disappointment and discontentment.