Political ideology and brand attachmentEugene Y. Chan and Jasmina Ilicic International Journal of Research in Marketing, 2019, vol. 36, issue 4, 630-646 Abstract: We introduce political conservatism as possibly associated with brand attachment. We propose that conservatism, in particular, might be related to stronger attachment bonds to brands due to greater feelings of uncertainty, encouraging consumers to seek security via forming brand attachment bonds. In five studies, we demonstrate a relationship between conservatism and brand attachment. Uncertainty is able to explain the relationship, as attachment bonds to brands can appease conservatives' uncertainty. We also observe downstream consequences for price sensitivity and purchase intentions. Finally, the relationship may arise primarily for a brand with a domestic (vs. foreign) country-of-origin. Accordingly, consumers' political ideology may play a role in brand attachment with implications for how brand managers can segment or target the market in order to predict consumer–brand relationships. We situate our work more generally on the relevance of consumers' political ideology for marketing activities. Keywords: Political conservatism; Brand attachment; Uncertainty; Country-of-origin (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:36:y:2019:i:4:p:630-646 DOI: 10.1016/j.ijresmar.2019.04.001 Access Statistics for this article International Journal of Research in Marketing is currently edited by Roland Rust More articles in International Journal of Research in Marketing from Elsevier |
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