Applying brand attachment to a consumption context: Attachment to mobile phones

Dobele, A and Beverland, M 2009, 'Applying brand attachment to a consumption context: Attachment to mobile phones', in Dr Dewi Tojib (ed.) Australian and New Zealand Marketing Academy Conference Handbook, Melbourne, Australia, November 30 - December 2 2009, pp. 1-8.


Document type: Conference Paper
Collection: Conference Papers

Title Applying brand attachment to a consumption context: Attachment to mobile phones
Author(s) Dobele, A
Beverland, M
Year 2009
Conference name Australian and New Zealand Marketing Academy Conference
Conference location Melbourne, Australia
Conference dates November 30 - December 2 2009
Proceedings title Australian and New Zealand Marketing Academy Conference Handbook
Editor(s) Dr Dewi Tojib
Publisher Promaco Conventions
Place of publication Melbourne, Australia
Start page 1
End page 8
Total pages 8
Abstract The ubiquitous mobile phone has changed the way people communicate. Past research on mobile phones has focussed on tasks and functions, rather than people and behaviours. Using Fournier's brand attachment typology in-depth interviews with 17 informants illustrated attachment to their devices which can be measured in terms of quality, depth and strength. Informants describe their mobile phone using expressions of love, connect with it via selfexpression, exhibit commitment and interdependence to their phones by resisting other phones and remaining loyal, interact frequently and trust their phone to deliver a satisfactory level of partner quality. The results of this study add to our understanding of brand attachment theory in the context of products and experiential consumption. Possible future research is presented.
Subjects Marketing not elsewhere classified
Keyword(s) value
word-of-mouth referrals
qualitative interpretive research
Copyright notice Copyright 2009 Promaco Conventions
ISBN 1863081585
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