The use of lisrel in validating marketing constructs

Fournier (1998) also describes love and passion as part of the affective attachment involved in the consumer-brand relationship, and reports that attachment is a condition of emotional dependence involving separation anxiety and irreplaceability.

INTRODUCTION The effect of the consumer-brand fit on product evaluations has been an important research issue in marketing, and it has been dealt with under the rubric of self-congruity effect (Kleine, Kleine, and Kernan 1993; see Sirgy 1982 for a review).

Consumer attachment toward a brand is a strong affective concept (Fournier 1998).

Consumers become attached to a specific brand in the process of defining and maintaining their sense of self (Kleine, Kleine, and Allen 1995).

The concept of attachment and its formation have been dealt with in the context of infant behavior (Bowlby 1969, 1973, 1980) as well as in the area of adult relationship, especially romantic relationship behavior (Collins and Read 1990; Feeney and Noller 1990; Hazan and Shaver 1987).

The concept has been also studied in explaining the formation of consumer-brand relationships (Fournier 1998).

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  1. For instance, many people tend to cut themselves off from friends and others as they wait for their partners to return. Couples in long distance relationships may have a better chance at making it work if they find a way to lead separate lives as well as stay optimistic about each other during separation.