Published December 4, 2023
| Version v1
Dataset
Open
BRAND ATTACHMENT DATA BASE
Authors/Creators
- 1. University of Valencia
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2.
Universidad del Azuay
Description
A sample of 1,922 consumers from the three most populated cities of Ecuador (Quito, Guayaquil and Cuenca) took part in the study. They chose fashionable brands with functional (n = 1,066), hedonic (n = 463) and symbolic (n = 393) positioning strategies.
Files
Files
(397.5 kB)
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Additional details
References
- Ugalde-Sanchez, C.; Vila-Lopez, N.; Kuster-Boluda, I. y Mora-Sanchez, E. (2019): "Notoriedad y credibilidad de marca como antecedentes a su apego. Brand awareness and brand credibility as antecedents for Brand attachment". Obra Digital. Revista de Comunicación, 16 (feb-agosto), pp. 63-76. ISSN", Obra Revista de Comunicación Digital, 16, 63-76
- Ugalde, C.; Vila, N. V., & Kuster, I. (2023): "Brand attachment towards functional, symbolic and hedonic brands". Journal of Fashion Marketing and Management, 27(3); 408-474. DOI: 10.1108/JFMM-09-2021-0228
- Ugalde; Küster, I. y Vila, N. (2024): "Brand attachment: the moderating effect of high and low involvement products". Journal of Consumer Sciences, 9 (2), 185-205