Various research of brand attachment has been conducted, but the existing studies only focus on to identify independent and dependent variable of product brand attachment. As for service brands, brand attachment is more important because emotional asp...
Various research of brand attachment has been conducted, but the existing studies only focus on to identify independent and dependent variable of product brand attachment. As for service brands, brand attachment is more important because emotional aspects of service is considered significant compared with the tangible product brand. So this research will investigates the service brand attachment.
This study focuses on the process of how the Customer Relationship enhancing Activities affect the brand attachment and Customer Relationship enhancing Activities are conducted by corporation and employee. Specifically this study anticipates that two subjects of corporation and employee concerning Customer Relationship enhancing Activities influence the each self connection, and positive effect on corporation?self connection and employee?self connection transfer to brand?self connection which leads to brand attachment. In these causal relationships, the type of service and gender difference would have the moderating role.