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- Title
LE DÉTACHEMENT À LA MARQUE.
- Authors
PERRIN-MARTINENQ, DELPHINE
- Abstract
In spite of their potential role in relationship breakdown, affective factors are seldom mentioned in marketing literature. This paper aims at expounding the concept of brand detachment that recently appeared to improve the understanding of brand relationship breakdown, a relationship based on affective factors. Brand detachment refers to the psychological state of distance with regard to a brand to which the consumer is not affectively bound any more. Brand detachment can constitute the mental state in which the consumer is before the breakdown. First, we define brand detachment and we set out its antecedents and consequences which emerged from an exploratory qualitative research.
- Subjects
MARKETING literature; BRAND name products; PSYCHOLOGY; CONSUMER behavior; MENTAL health
- Publication
Décisions Marketing, 2010, Issue 59, p29
- ISSN
0779-7389
- Publication type
Article