Suzane Strehlau

The Relationship between Brand Attachment and Consumers' Emotional Well-Being

ABSTRACT The purpose of the study was to examine the relationship between brand attachment and emotional well-being of consumers based on the need for personal image management and feelings of arrogant pride. A study of 107 consumers of the Calvin Klein brand was performed. Data were analyzed using the structural equations modeling technique. The results indicated a positive relationship between brand attachment and emotional well-being of consumers. A relationship was also identified between brand attachment, image management, and emotional well-being, and brand attachment and arrogant pride. No relationship was identified between arrogant pride and emotional well-being.

Marca exportada é melhor do que uma apenas local

Brazilian bikini brands have a good image either in Europe and United States of America, but little is known about its influence in Brazilian consumers. This study tried to identify what are the main factors that influence the choice of major exported bikini brands by young women. It is also intended to verify if there is a better perceived value concerning to the exported brand. This article is supported by a quantitative exploratory research. A structured questionnaire was developed to obtain data. 179 women between 18 and 35 years old (considered as heavy users) belonging to AB social economic level were surveyed. Women were selected using a non-probabilistic, per convenience method was used. A quantitative analysis using SPSS was done. Main findings include the identification that exported bikini brands influence positively the decision process. The most relevant factors founded were fashion (the most important) followed by design, model and comfort.