The role of life satisfaction: hidden link between brand attachment and brand supportive behavior

Conference poster

Han, J., Jun, M. and Kim, M. 2023. The role of life satisfaction: hidden link between brand attachment and brand supportive behavior. 2023 AMA Summer Academic Conference. San Francisco, United States 04 - 06 Aug 2023
TypeConference poster
TitleThe role of life satisfaction: hidden link between brand attachment and brand supportive behavior
AuthorsHan, J., Jun, M. and Kim, M.
Abstract

Our research documented that brand attachment has a significant positive effect on brand supportive behavior not only directly, but also indirectly through enhanced life satisfaction. Building on previous work on brand attachment and theories of positive psychology, particularly BBT, the hidden link through life satisfaction was found to play a significant role in influencing brand supportive behaviors across various product categories. Through two studies, we find that the hidden link has two routes, one positive and the other negative, which affect life satisfaction and ultimately brand supportive behavior in opposite directions. We further find that there is a category difference in terms of the effects of the two routes between positional and non-positional categories. Most importantly, we find that the effects of brand attachment through the two routes can be managed by two moderators, hope and fantasy.

Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
Conference2023 AMA Summer Academic Conference
Publication dates
Print04 Aug 2023
Publication process dates
Accepted2023
Deposited28 Nov 2023
Output statusPublished
Web address (URL)https://www.ama.org/events/academic/2023-ama-summer-academic-conference/
LanguageEnglish
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