The use of lisrel in validating marketing constructs www internet dating blog com
Self-esteem is an overall affective evaluation of ones importance and values (Judge, Bono, and Locke 2000), which involves a multidimensional perspective (Feeney and Noller 1990; Noller and Shum 1988).
Self-esteem consists of self-appraisal and reflected appraisal (Laverie, Kleine, and Kleine 2002).
Also examined in our study are the roles of brand attachment and self-esteem.
Brand attachment, an affective concept related to love (Fournier 1998), is associated with ones identity (Kleine, Kleine, and Allen 1995), and self-esteem implies an overall affective evaluation of the importance and value of ones self (Judge, Bono, and Locke 2000).
ABSTRACT - It is critical to the survival and growth of a company to build and maintain a long-term relationship between a brand and its target customers.
The results of this study show that congruity between brand personality and consumer self-concept kindles such emotions as love, pride, and joy, and ultimately fosters a long-term consumer-brand relationship through brand attachment or self-esteem-building process.Attachment is basically te process of developing an emotional bond (Collins and Read 1990), which is facilitated by consistent and repeated experiences between relationship partners (Perry 1998).It can be measured on the basis of dependence, anxiety, and closeness (Collins and Read 1990).There has been a considerable amount of interest in the concept of brand personality and how it relates to the self-congruity effect (e.g., Aaker 1999).Brand personality is defined as a set of human characteristics associated with a brand (Aaker 1997).