Brand engagement among young adults: To attach or to seduce? (notice n° 577699)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01596cam a2200253 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121135115.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Gouteron, Joël |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Brand engagement among young adults: To attach or to seduce? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2023.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 45 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Our study evaluates and compares the influence of brand attachment and brand love on brand engagement. This study also examines the mediating role that interpersonal attachment styles may play in this influence. A survey was conducted on a sample of 480 young adults (aged 18–24), who were asked about the brand of cell phone they used. Statistical analyses confirm that engagement is influenced by both love and attachment, although attachment is a slightly better predictor than love. These analyses also show that while the influence of brand attachment on engagement applies to all interpersonal attachment styles, that of love is more associated with the fearful-avoidant style than with the secure style. Based on these results, we consider what marketing strategy a brand should adopt in order to generate engagement. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attachment |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | interpersonal attachment style |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | love |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | commitment |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Love |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Attachment |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Interpersonal attachment<br/>style |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Commitment |
| 786 0# - DATA SOURCE ENTRY | |
| Note | La Revue des Sciences de Gestion | o 319 | 1 | 2023-04-26 | p. 21-30 | 1160-7742 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-revue-des-sciences-de-gestion-2023-1-page-21?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-revue-des-sciences-de-gestion-2023-1-page-21?lang=en&redirect-ssocas=7080</a> |
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