The impact of product category, country of origin, involvement and product characteristics on brand attachment

Abstract EN

The study of consumer-brand relationship has become increasingly important for companies that seek to develop long-term customer relationships and secure their position within consumer's mind.

The concept of attachment represents the emotional relationship between the consumer and the brand.

Moreover, this study aims to empirically investigate the impact of product category, country of origin, involvement and product characteristics on brand attachment.

Data are collected from a sample of 400 consumers in Tlemcen, Algeria.

Linear regression is used to test the hypotheses.

The results indicate that the variables related to the product have a different explanatory power on brand attachment.

As such, while involvement toward the product exhibits a strong influence on brand attachment, it remains that the country of origin of the local brand influences negatively brand attachment intensity.