70 A. Thakur & R.

Kaur
DLSU Business & Economics Review (2016) 26(1): 70-80

RESEARCH ARTICLE

An Empirical Examination of Relationship Between

Emotional Attachment and Attitudinal Brand Loyalty
Towards Luxury Fashion Brands
Anand Thakur and Rupinderdeep Kaur
Lovely Professional University, Phagwara (Punjab)
[email protected]

Abstract: The consumer feels more loyal to product he or she feels associated with, linked to, and loves. The emotional
attachment has significant influence on attitudinal loyalty. Measuring attitudinal brand loyalty can recognize potential users
who are susceptible in varying scenarios. The economic conditions of India are experiencing a positive change. The number
of high net worth individuals (individuals with investable assets of $1 million or more) in India has shown a noticeable
growth in past few years, according to the Asia-Pacific Wealth Report by Merril Lynch Global Wealth Management and
Capgemini. Asia-Pacific’s high net worth individuals’ population in 2010 has exceeded that of Europe, making it the second
largest market after North America. The media has played a vital role in positioning luxury in the public eye. India is likely
to become a US$4 billion luxury market industry by 2020, according to new estimates (2015) by Luxury Society. This study
aims to examine the empirical relationship of emotional attachment and attitudinal brand loyalty in the perspective of female
consumer towards luxury fashion brands. A cross sectional survey of 240 female customers of five global brands, namely,
Zara, Armani, Guess, Versace, and Calvin-Klein from four major cities of Punjab (India) was conducted. Regression and
Z-Test were used to analyze the data. The perceived significance of emotional attachment and attitudinal brand loyalty is
high in luxury fashion purchase. The emotional attachment positively enhances female consumers’ attitudinal brand loyalty.
Marketing strategy formulation needs special emphasis towards dimensions of emotional attachment, namely, referral influence,
connect with brand, pleasure, and tenderness. Further, they need to strengthen brand reputation, performance and feature
upgradation, purchase intention, and brand synchronization to win attitudinal loyalty in luxury fashion.

Keywords: Attitudinal Loyalty, Emotional Attachment, and Consumer Brand Relationships

JEL Classification: M31

The scientific approach to marketing, along with they buy, why they buy it, how they buy it, when they
increased focus on market research, as well as insights buy it, from where they buy it, how often do they buy
on consumer behavior aspects, is the roadmap to it, how often they use it, how they evaluate it after the
sustainable success in present scenario. Consumer purchase and the impact of such evaluations on future
purchase behavior needs thorough examination of what purchases, and how they dispose of it (Schiffman &

Copyright © 2016 by De La Salle University

Emotional Attachment and Attitudinal Brand Loyalty Towards Luxury Fashion Brands 71

Kanuk, 2004, p. 8). Four forces (psychological, social, Brand association creates long term bonding with the
cultural, and personal) act as drivers of consumer customers. The brand may act as social identification
purchase behavior. The increasing role of emotions and status symbol for some consumers, which help in
and feelings for a specific brand or product in buying determining strong consumer brand relationships (Rio,
decisions has been duly acknowledged in consumer Vazquez, & Iglesias, 2001).
research. In brand management, it can be translated into The focus, in brand management, remains upon
consumer brand relationship. It has gained significant representing a promised brand to customers. The brand
attention from both applied and academic perspectives. management aims to attain loyal customers and keep
Strong consumer-brand relationship enhances brand them contented for longer time.
loyalty for specific product or a brand. The strength
of brands even forces a consumer to pay a premium Emotional Attachment
price for a brand name. Consequently, financial value
of the company and the trade name increases, which Brand attachment refers to the extent to which
further leads to strengthening profits and goodwill a consumer is heartily connected to a person or a
(Park, Macinnis, & Priester, 2006). brand that shows their level of engagement to the
association and the level of sacrifices committed
Brand Management towards a relationship (Cheong, 2013; Loureiro,
Ruediger, & Demetris, 2012; Bouhlel, Mzoughi,
The brand act as a medium of social and cultural Hadiji, & Slimane, 2011; Schifferstein & Pelgrim,
reflection for consumers. The strength of consumer 2008; Bauer, Heinrich, & Martin, 2007; Aron &
brand relationships forms the basis for future purchases Westbay, 1996; Collins & Read, 1990; Sternberg,
of the consumers. The positive experience with the 1987). Attachment may vary in strength; stronger
brand encourages the consumer to even sacrifice and positive attachments are associated with stronger
more money for a loved brand (Loureiro, 2013). The and long-term feelings of connection, affection, love,
classification of brands, brand identities, and symbols and passion. Emotional attachment plays a vital role
also influence consumer brand relationships. All these in shaping the consumer brand responses with the
factors depend on the way consumers perceive a brand brand. When a consumer involves himself more to the
that is being classified and how it represents him brand, the future purchase intentions increase (Cheong,
powerfully (Schmitt, 2012). The emotional aspects 2013). Strong brand attachment has a positive effect
positively impact consumer brand relationship; the on brand relationship feelings. The love feelings for
strength of these aspects may vary. The self-concept a brand can strengthen trust for a brand, and when a
improves attitudinal loyalty, which further leads brand or product is trusted, the person feels emotionally
to emotional attachment towards a brand and love attached to him. Loyalty cannot be judged on the basis
for a brand. The brand, which expresses part of an of trust only, but it can be judged on the basis of love
individual, builds deeper relationships. The consumers feelings towards a brand. Enhanced passion and love
will ultimately stay loyal to only those brands which for a brand leads to trust and commitment (Loureiro
represents their identity, whom they feel emotionally et al., 2012). Brand identity plays significant role in
attached and which they feel passionate love (Hwang decision making of consumer for a brand (Bouhlel et
& Kandampully, 2012). The brand relationships are al., 2011). The attachments for brands are not formed
not only limited to emotional aspects but it also talks when consumer experienced different brands. For
about behavioral aspects as well. (Fournier, 2008). measuring product and brand attachment, a scale is
Brand awareness conditions consumer purchase developed which recognizes seven determinants of
pattern but brand knowledge does not influence future attachment: pleasure, memories, places, and occasions,
purchases directly. A positive image for the brand helps support of self-identity, life idea and utility. Out of
in building positive brand relationships and enhanced these seven variables, only two determinants are
satisfaction and brand trust (Esch, Langner, Schmitt, selected for measuring brand attachment, that is, past
& Geus, 2006). As for some consumers, when worth memories and pleasures which contribute positively to
of money spent on the brand is achieved, it creates attachment (Schifferstein & Pelgrim, 2008). Emotions
long term relationship with that specific brand. carry high values in consumer brand relationships.
72 A. Thakur & R. Kaur

Brand passion is analyzed through empirical research Literature Review

by developing a model which states that uniqueness
or prestige constructs influence brand passion which Relationship Between Attitudinal Brand Loyalty &
further influences important factors of purchase Emotional Attachment
intentions (Bauer et al., 2007).
The role of emotional attachment in consumer brand
Attitudinal Brand Loyalty response is crucial and such involvement with the
brand stimulates future purchase intentions (Cheong,
Brand loyalty gets generated when a consumer 2013). Attachment to brand is positively associated
purchases the same brand over a period of time rather with relationship feelings towards brand. Such feelings
than consuming different brands. The consumer may promote trust and further lead to emotional attachment.
purchase the same brand due to its product quality, Loyalty evaluation is possible not only through trust
features, or the brand is providing excellent after but also on the basis of love feelings towards a brand.
sales service. Loyalty is measured in terms of both Brand attachment among females reflects a positive
attitude and behavior. Both dimensions are important effect on brand love than the self-concept. Trust is
for measuring loyalty because consumer’s reactions to considered as more significant in purchases by a
marketing efforts may differ, depending on the factors woman. Social identification is more influential in male
of purchase behavior. The consumers must segment in consumers. Enhanced passion and love for a brand
terms of attitude and behavior for predicting genuine leads to trust and commitment (Loureiro et al., 2012).
attachment towards a brand (Bennett & Bove, 2002). Brand identity has a positive impact on decision making
Earning high attitudinal loyalty among customers is the of consumer for a brand. Brand identity is influenced
need of the hour. The loyal customers act as precious by trust, attachment and commitment. When brand
assets for the company because building new customers recognizes a part or self of the consumer, the consumer
for the company is a difficult process. Some consumers feels more attached to the brand, which builds strong
perceive them as relationship partners of brands and relationship between consumer and brand (Bouhlel
this can only be generated through positive attitude et al., 2011). The attachments for brands are not
towards the company. When a person knows how and formed when consumer experienced different brands.
why, a particular brand is consumed, we can call him Many marketers try to link bond between consumers
or her a loyal consumer of that brand. and brands, which ultimately leads to loyalty. For
measuring product and brand attachment, a scale is
Luxury Fashion in India developed which recognizes seven determinants of
attachment: pleasure, memories, places, and occasions,
The luxury fashion market in India is gaining support of self-identity, life idea and utility. Out of
visibility with each passing year. The luxury fashion these seven variables, only two determinants are
purchase continues to be the passion among wealthy selected for measuring brand attachment, that is, past
Indian social circles. The increasing demand for luxury memories and pleasures which contributes positively
items in India will prosper the luxury market ahead. to attachment (Schifferstein & Pelgrim, 2008). The
Luxury fashion brands always influence the customers consumer brand relationship has a positive influence
due to their product quality, status, and reputation on consumer behavior. Emotions carry high values in
(Bothra, 2013). consumer brand relationships. Marketing managers
The projections for Indian luxury market reflect always intend to generate passionate products and
tremendous growth from $2.45 billion in 2009 to $7.90 brands, through emotional and appealing advertising.
billion in 2015 (Kearney, 2013). Services are likely to The brand passion is analyzed through empirical
increase from $0.77 billion in 2009 to $1.45 billion in research by developing a model which states that
2015 (Kearney, 2013; Bothra, 2013). uniqueness or prestige constructs influences brand
passion which further influences important factors
of purchase intentions (Bauer et al., 2007).The
attachment can only be enhanced by exclusive personal
connections between brands and consumers. A brand
Emotional Attachment and Attitudinal Brand Loyalty Towards Luxury Fashion Brands 73

pattern must be followed to create brand attachment Kandampully, 2012). The brand relationships are
through which a firm can take reasonable advantages not only limited to emotional aspects but it also
(Park et al., 2006). An outcome of previous research talks about behavioral aspects as well. Emotions and
on emotional attachment is a scale differentiated from behavior of consumers are two different feelings for
the measures of satisfaction, involvement, and brand the consumer (Fournier, 2008). In some context, brand
attitudes. The 10-item scale to measure emotional knowledge and brand relationships are combined and
attachment is categorized as affection, passion and studied together, as brand awareness lead to strengthen
connection (Thomson, Macinnis, & Park, 2005). consumer purchase pattern. But brand knowledge do
not influence future purchases directly. A positive
Influence of Emotional Aspects on Consumer-Brand image for the brand may help in building positive
Relationship brand relationship and enhanced satisfaction and brand
trust (Esch et al., 2006). As for some consumers, when
The consumer-brand relationship is an important worth of the money spent on the brand is achieved it
aspect in brand management. For every marketer, creates long-term relationship with that specific brand.
making loyal customers is the first goal, which helps Brand association brings loyal customers to the firm.
them in attaining stronger position in the market. The brand may act as social identification and status
A good experience with the brand will satisfy the symbol for some consumers, which help in determining
customer who helps in making deep relationships strong consumer brand relationships (Rio et al. 2001).
with the brand. When relationship becomes strong,
the consumer can sacrifice a premium price for a
brand without any promotional strategies adopted Objectives
by the company. Commitment may arise when
relationship becomes strong which further leads to We conducted this research to:
love and attachment towards brands (Sandra, 2013).
The connection and association between brands and • examine the association between attitudinal
consumers helps in identifying strong and deeper brand loyalty and emotional attachment;
relationships. Consumer acts as partners to their loved • measure the influence of emotional attachment
brands. The brands act as a social and cultural concept on attitudinal brand loyalty; and
for consumers. Close relationship towards a brand • study the perceived significance of emotional
leads to emotional connections. Past experiences with attachment and attitudinal brand loyalty for
the brands had a great impact on future purchases of luxury fashion brands.
the consumers. When consumers are satisfied with
their past experiences, they build strong relationships
with the brands and can sacrifice more prices for a Research Methodology
loved brand (Loureiro, 2013). The classification of
brands, brand identities, and symbols do influence The present study emphasizes on understanding
consumer brand relationships. All the factors seem association between emotional attachment and
to be dependent on consumer psychology as to how attitudinal brand loyalty and the influence of emotional
one perceives about a brand and represents him/her attachment on attitudinal brand loyalty. Standardized
suitably (Schmitt, 2012). The emotional aspects had scales on emotional attachment were adapted from
impacted positively on consumer brand relationship. Rubin (1970), Hatfield and Sprecher (1986), Thomson
One significant observation: the self-concept improves et al. (2005), and Sternberg (1986), and attitudinal
attitudinal loyalty which further leads to emotional brand loyalty scale was adapted from Kaynak,
attachment towards a brand and love for a brand. The Salman, and Tatoglu (2008) and Carroll and Ahuvia
brand, which expresses part of an individual, builds (2006) and after thorough literature review (Loureiro,
deeper relationships. The consumers will ultimately 2013; Cheong, 2013; Sandra, 2013; Xinting, Fangyi,
stay loyal to only those brands, which represent & Xiaofen (2013); Kesari & Srivastatava, 2012;
their identity, whom they feel emotionally attached Bouhlel et al., 2011; Senel, 2011; Loureiro, 2011;
and for which they feel passionate love (Hwang & Rio et al., 2001) and expert surveys, new dimensions
74 A. Thakur & R. Kaur

constituting constructs of attitudinal brand loyalty shopping from the selected stores. The female buyer,
(Brand Reputation, Performance and Features, Brand an emerging consumer segment in vari ous brands, has
Superiority, Preference, Willingness to Pay, Brand been ignored in previous brand management literature.
Endorsements, Brand Synchronization, Brand Faith, Moreover, the earning power of female consumer
Brand Intensity, Satisfaction) were included to widen has increased, and this female consumer group has
the scope of investigation (shown in Annex 1). The final appeared as an imperative consumer segment, even for
research instrument was assessed for reliability and luxury fashion brands. No preceding work has tested
validity and was found satisfactory. The evaluation of the absolute relationships of emotional attachment in
multi-item scale used in the research is the pre-requisite the context of brand relationship management with
to ensure accuracy and applicability with the aim to female consumers. To generate implications of specific
reduce the measurement error, that is, the variation segment, the study was restricted to females only.
in the information we sought and the information A self-administered, well-structured, pre-tested and
generated by the measurement process (Malhotra, undisguised questionnaire has been used for primary
2015). Hence, validity and reliability of constructs data collection. Instrument was divided into three parts,
have been tested to ensure the measurement accuracy Part I included the introductory questions related to
of instrument. The content or face validity has been brand ownership and usage pattern, shopping place,
tested from eminent academicians for examining purchase pattern, repeat purchase behavior, factors
whether the scale items adequately cover the entire considered while purchasing, sources of information,
domain of the construct being measured or not, factors motivating purchase, and family and friends
whereas reliability testing has been done to find out preferences. Part II included the questions related to
the extent to which a scale produces consistent results emotional aspects and attitudinal loyalty. Further, these
in repeated measurements. The internal consistency concepts have different statements (refer to Annex 1)
reliability has been computed by measuring coefficient which have been asked on five point Likert scale. Part
alpha or Cronbach’s alpha (α) based on averaging III contained the questions related to demographic
of all possible split-half coefficients resulting from profile: age, occupation, income, education and
different splitting of scale items through statistical qualification.
software. The rule of thumb that applies is that α>0.9 Demographic Profiling: About 79.2% respondents
(excellent), α>0.8 (good), α>0.7 (acceptable), α>0.6 were aged between 18-30 years, 17.5% were between
(questionable), α>0.5 (poor) and α <0.5 will be 31-40, 2.9% were between 41-50 years old and 0.4%
unacceptable (George & Mallery, 2011). The statistical were above 50. About 19.2% respondents have family
software SPSS has been used to find out Cronbach’s income below 4 Lacs per annum, 46.7% have family
alpha (α) as a measure of internal consistency for income between 4 Lacs-8 Lacs, 29.2% have family
various constructs used in the instruments. The value income between 8 Lacs-12 Lacs and 5% have above
of the Cronbach’s Alpha was 0.753 approving the 12 Lacs of annual family income.
instrument for detailed investigation. Data collected The selection of cities is on the basis of luxury
was analyzed with Regression and one sample Z Test. A fashion brands availability. The selected stores for the
cross sectional survey of 240 female customers of five sample are Guess, Zara, Armani, Versace, and Calvin
global brands, namely, Zara, Armani, Guess, Versace Klein (Fashion Revealed, 2013). Owing to constraint
and Calvin-Klein from four major cities (Jalandhar, of unavailability of few brands in selected cities, the
Amritsar, Chandigarh and Ludhiana) of Punjab (India) number of respondents varied for each of the selected
was conducted. The method of survey administration brands in each city (shown in Table I).
was personal interviews with the female buyers
Emotional Attachment and Attitudinal Brand Loyalty Towards Luxury Fashion Brands 75

Table 1. Showing List of Respondents Selected According to Brand Availability

Store Name Chandigarh Ludhiana Jalandhar Amritsar

ARMANI 10 15 15 20
VERSACE 10 15 15 Brand Not available
GUESS 10 15 15 20
ZARA 20 Brand Not available Brand Not available Brand Not available
CALVIN-KLEIN 10 15 15 20
TOTAL 60 60 60 60

Hypotheses: comparison, and loyalty effect) and 14 dimensions

The respondents were asked to rate 20 dimensions of attitudinal brand loyalty (viz. brand stickiness,
of emotional attachment (viz. proximity, mood deep connect, endless affinity, brand passion, brand
similarity, resemblance, magical relationship, reputation, performance and features, brand superiority,
tenderness, happiness, dependence, involvement, preference, willingness to pay, brand endorsement,
impulsiveness, departure effect, association, brand brand synchronization, brand faith, brand intensity,
curiosity, connection, bond, emotional feeling, deep and satisfaction) on five point Likert scale. Z test was
nexus, referral influence, future orientation, brand applied here and hypotheses framed were as follows:

Table 2. Study Hypotheses

Sr. No HYPOTHESIS STATEMENTS

The selected aspects of emotional attachment (proximity, mood similarity,

resemblance, magical relationship, tenderness, happiness, dependence,
H 01 involvement, impulsiveness, departure effect, association, brand curiosity,
1.
connection, bond, emotional feeling, deep nexus, referral influence, future
orientation, brand comparison and loyalty effect) are not significant in luxury
fashion purchase.

The selected aspects of attitudinal loyalty (brand stickiness, deep connect,

endless affinity, brand passion, brand reputation, performance and features,
H 02
2. brand superiority, preference, willingness to pay, brand endorsement, brand
synchronization, brand faith, brand intensity, and satisfaction) are not
significant in luxury fashion purchase.

The influence of emotional attachment on attitudinal brand loyalty is

3. H 03
insignificant.
76 A. Thakur & R. Kaur

Findings Table 5. Regression Coefficients

The focus of analysis is exploring the relationship Unstandardized

Model T Sig.
of emotional attachment and attitudinal brand loyalty. Coefficients Beta
Constant .833 7.163 .000
Measures of Association EA .787 25.116 .000

Correlation. Table 5 shows regression coefficients with T

(25.116) =0.000<0.05. T Value for this dimension is
Table 3. Mean and Correlation Coefficients 25.116; p value is 0.000 and the level of significance
is 0.05 which exceeds the p value thereby, rejecting
Variables Mean Std. Deviation Correlation the null hypothesis in favor of alternative hypothesis,
EA 3.6445 .71203 that is, emotional attachment has significant influence
0.852
AL 3.6999 .65734 on attitudinal brand loyalty.

Interpretation. The correlation matrix states that the Perceived Significance of Emotional Attachment
paired correlation among the emotional attachment and
attitudinal brand loyalty is more than .70, which shows Table 6 endorses the significance of all emotional
that there is a positive correlation between emotional attachment aspects in luxury fashion purchase with
attachment and attitudinal brand loyalty. high Z values and p value of 0.000 leading to rejection
of Ho in favor of alternative hypothesis. Minute
Regression. Dependent variable is attitudinal observation (Mean) endorses the prominent role of
brand loyalty and independent variable is emotional referrals, brand connect, pleasure, and tenderness
attachment. among all variables.

Table 4. Correlation and Regression Analysis Perceived Significance of Attitudinal Brand Loyalty

R Adjusted Table 7 reflects the significance of all dimensions

F value Sig.
Square R square of attitudinal brand loyalty in luxury fashion purchase
.726 .725 630.791 .000 with high Z values and p value of 0.000 leading to
rejection of Ho in favor of alternative hypothesis.
Interpretation. Table 4 shows correlation and Minute observation (Mean) endorses the prominent
regression analysis; with correlation (r) at 0.850 role of brand superiority, performance and features,
signifying high correlation between emotional willingness to pay, and brand synchronization among
attachment and attitudinal brand loyalty; F value all variables.
(630.7) sig 0.00<0.05; p value is 0.000 and the level of
significance is 0.05 which exceeds the p value thereby,
rejecting the null hypothesis in favor of alternative
hypothesis, that is, there is a linear relationship between
the variables. Seventy-two percent of the variations in
attitudinal brand loyalty are explained by emotional
attachment.
Emotional Attachment and Attitudinal Brand Loyalty Towards Luxury Fashion Brands 77

Table 6. Findings of One Sample Z Statistic Application

Sig. Standard Error of

Dimensions Mean Z-Value SD
(2-tailed) Mean
Proximity 3.55 9.4 .000 1.7 .110
Mood similarity 3.46 12.7 .000 1.1 .076
Resemblance 3.45 12.5 .000 1.1 .076
Magical Relationship 3.48 12.3 .000 1.2 .080
Tenderness 3.66 16.0 .000 1.1 .072
Happiness 3.68 16.2 .000 1.1 .073
Dependence Effect 3.54 14.2 .000 1.1 .073
Involvement 3.36 11.1 .000 1.1 .077
Impulsiveness 3.42 11.9 .000 1.1 .077
Departure Effect 3.44 11.7 .000 1.2 .080
Association 3.38 10.8 .000 1.2 .081
Brand Curiosity 3.61 15.0 .000 1.1 .073
Connection 3.71 17.4 .000 1.0 .069
Bond 3.61 16.0 .000 1.0 .069
Emotional Feeling 3.56 15.6 .000 1.0 .068
Deep Nexus 3.65 15.4 .000 1.1 .074
Referral Influence 3.78 18.8 .000 1.0 .068
Future Orientation 3.44 13.4 .000 1.0 .069
Brand Comparison 3.52 14.4 .000 1.0 .071
Loyalty Effect 3.61 16.6 .000 1.0 .067
(At 0.05 Level of Significance)

Table 7. One Sample Z Statistic Application

Sig. Standard Error of

Dimensions Mean Z-Value SD
(2-tailed) Mean
Brand Stickiness 3.55 15.6 .000 1.0 .067
Deep Connect 3.44 12.2 .000 1.1 .077
Endless Affinity 3.68 17.1 .000 1.0 .069
Brand Passion 3.36 10.9 .000 1.2 .079
Brand Reputation 3.76 20.2 .000 .96 .062
Performance and Features 3.83 22.8 .000 .90 .058
Brand Superiority 3.85 20.3 .000 1.0 .066
Preference 3.76 19.6 .000 .9 .064
Willingness to Pay 3.80 20.0 .000 1.0 .065
Brand Endorsements 3.74 18.8 .000 1.0 .066
Brand Synchronization 3.80 19.7 .000 1.0 .066
Brand Faith 3.57 14.0 .000 1.1 .076
Brand Intensity 3.62 15.0 .000 1.1 .075
Satisfaction 3.80 17.9 .000 1.1 .072
(At 0.05 Level of Significance)
78 A. Thakur & R. Kaur

Implications in strengthening emotional attachment and attitudinal

brand loyalty.
The study offers some useful implications. The
marketers need to further strengthen their relationship
with the customers through proximity, which will enable Conclusion
the marketers to directly target the customers’ emotions
and get close to it. Emotional closeness can only be The study concludes that the perceived significance
raised when customer is satisfied from the brand, so of emotional attachment and attitudinal brand loyalty
marketers need to use relevant satisfaction measures is high in luxury fashion purchase. The emotional
and take customer feedback after every purchase. By attachment positively enhances female consumers’
associating the brand image with the personality of the attitudinal brand loyalty. Marketing strategy formulation
customer, significant traits of consumer personality needs special emphasis towards dimensions of
theories can be aligned with relevant product design, emotional attachment namely; referral influence,
as the perceived significance for resemblance is high. connect with brand, pleasure, and tenderness. Further,
Thoughtful after sales services to the customers can they need to strengthen brand reputation, performance
directly make magical relationship with the customers and feature upgradation, purchase intention and brand
who would further help in long term connections of synchronization to win attitudinal loyalty in luxury
the customers with the company. Referral influence fashion purchase. Luxury fashion is highly popular
on brand selection decision is significant; marketers among female customers in Punjab (India). The global
should include referral influence through advertising, brands (viz; Guess, Armani, Versace, Calvin-Klein
online campaigns and by providing better quality and Zara) seem to have thoroughly understood the
products. Referral influence through e-word of opportunities prevailing in northern region of India,
mouth should be generated. Brand choice behavior evident from high purchasing power and passion to use
varies from customer to customer; hence, marketers luxury fashion brands. Consumer brand relationships
should segment the market according to product in luxury fashion are driven by strong emotional
choice and preference. To retain product exclusivity, attachment. The present study certifies emotional
marketers need to add a magnificent product, and attachment as a strong predictor for attitudinal brand
an extraordinary service experience, as it generates loyalty and offers useful implications to the marketers
emotional attachment. The store design and layout willing to leverage the opportunities likely to emerge
plays an important role in creating an image and in the next decades.
attaining desired attachment with customers. Mood
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80 A. Thakur & R. Kaur

Annex 1

Sr.No EMOTIONAL ATTACHMENT

1. I feel emotionally close to this brand (Thomson et al., 2005).
2. When I am with this brand, we are almost always in the same mood (Thomson et al., 2005).
3. I think that this brand and I are quite similar to each other (Thomson et al., 2005).
4. There is something almost ‘magical’ about my Relationship with this brand (Thomson et al., 2005).
5. I feel tender toward this brand. (Thomson et al., 2005).
6. I experience great happiness with this brand (Thomson et al., 2005).
7. If I could never be with this brand, I would feel miserable (Thomson et al., 2005).
8. I find myself thinking about this brand frequently during the day (Thomson et al., 2005).
9. Sometimes I feel I can’t control my thoughts they are obsessively on the brand (Thomson et al., 2005).
10. If I were separated from this brand for a long time, I would feel intensely lonely (Thomson et al., 2005).
11. There is nothing more important to me than my relationship with the brand (Thomson et al., 2005).
12. I would feel deep despair if this brand left me (Thomson et al., 2005).
13. I feel connected with this brand (Rubin, 1970; Hatfield, 1986; and Sternberg, 1986).
14. There is a bond between me and this brand (Rubin, 1970; Hatfield, 1986; and Sternberg, 1986).
15. I feel emotionally attached with this brand (Rubin, 1970; Hatfield, 1986; and Sternberg, 1986).
16. I am concerned with long-term outcomes in dealing with my main brand (Thomson et al., 2005).
People who are important to me have influence on my purchasing (Rubin, 1970; Hatfield, 1986; and
17.
Sternberg, 1986).
18. I intend to prefer the brand I use for my future purchases (Rubin, 1970; Hatfield, 1986; and Sternberg, 1986).
I intend to buy my brand even if the other brands promise for better (Rubin, 1970; Hatfield, 1986; and
19.
Sternberg, 1986).
20 I attain pleasure from the brands I am loyal towards (Rubin, 1970; Hatfield, 1986; and Sternberg, 1986).
ATTITUDINAL LOYALTY
1. This is the only brand of this product that I will buy (Carroll & Ahuvia, 2006).
2. When I go shopping, I don’t even notice competing brands (Carroll & Ahuvia, 2006).
If my store is out of this brand, I’ll postpone buying or go to another store of the same brand (Carroll &
3.
Ahuvia, 2006).
4. I’ll ‘do without’ purchase rather than buying another brand (Carroll & Ahuvia, 2006).
5. The reputation of this brand is a key factor in loyalty (Kesari & Srivastatava, 2012).
6. I like the performance and features of this brand (Senel, 2011).
7. I find the performance and features (quality) of this brand superior than the other brands (Rio et al., 2001).
8. I prefer this brand to the other brands (Bouhlel et al., 2011).
9. I pay more for this brand than the other brands (Loureiro, 2011; Sandra, 2013).
10. I recommend this brand to the others (Carol & Ahuvia, 2006).
11. I see myself as a loyal customer of this brand (Khare & Handa, 2009).
12. I rarely take chances by buying unfamiliar brands even if it means sacrificing variety (Xinting et al., 2013).
13. I usually buy the same brand even if it provides only average quality (Loureiro, 2013).
14. My loyalty towards this brand increases when I am satisfied about that brand (Cheong, 2013).