The use of lisrel in validating marketing constructs what does proverbs say about dating

In other words, a brand is considered as an active relationship partner rather than a passive exchange object, and is endowed with human characteristics (Fournier 1998).

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Researchers have defined commitment as "an implicit or explicit pledge of relational continuity between exchange partners (Dwyer, Schurr, and Oh 1987)" or an enduring desire to maintain a valued relationship (Morgan and Hunt 1994)." In accordance with these definitions, brand commitment can be described as a construct with the attitudinal aspect of brand loyalty (Oliver 1999) or as the intention to maintain a continuous relationship with a brand (Fournier 1998).

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 implications of the results for researchers and marketers are discussed.

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).

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