Relationship quality is a central theme in business to business relationships, and it is
becoming increasingly important from a theoretical as well as practical perspective to …

Relational orientations vary across customers, so marketing activities should be customized
to individual customers or market segments. However, little is known about the underlying …

Purpose The purpose of this study is to investigate the relationships between brand
attachment and consumers' positive and negative behaviours. Furthermore, this study …

The role of attachment as a driver of industrial brand loyalty has largely been investigated at
the inter-organizational level, while there is a notable lack of studies on industrial buyers' …

Attaching consumers to a brand is a cornerstone of relationship marketing as attachment
increases loyalty. This research investigates another possible benefit of attachment, its …

Many firms strive to create relationships with customers, but not all customers are motivated
to build close commercial relationships. This article introduces a theoretical framework that …

Purpose Little research has been done to investigate how consumers decide to shop across
national borders. The purpose of this paper is to explore the factors that impact consumers' …

In two surveys of adult consumers, we find that attachment styles predict consumers'
reactions after brand relationships end. Specifically,'fearful'consumers—those high in both …

There is a general lack of clarity regarding measurement of the self-brand congruity
construct, which also calls for cross-national validation. Although previous evidence …

This study contributes to the growing body of literature investigating how and why
consumers form connections to brands by applying an attachment theoretical framework …