We extend the domain of studies on attachment as driver of brand loyalty in industrial markets.
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We examine the existence of brand and product attachment in an industrial context and test their influence on brand loyalty.
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We develop and test a theoretical framework by drawing on the theory of attachment and on the theory of self-expansion.
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Brand attachment directly drives brand loyalty and mediates the relationship between product attachment and brand loyalty.
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This is the first research to combine brand and product attachment in the same empirical design.
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