Brand experience effects on brand attachment: The role of brand trust, age, and income

Richard Huaman-Ramirez (1) , Dwight Merunka (2, 3)

1 EM Strasbourg - École de Management de Strasbourg
2 AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence
3 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille

The aim of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust, and the moderating role of age and income.

Keywords: Age; Income; Brand experience; Brand attachment; Brand trust

Domains: Humanities and Social Sciences; Business administration

Richard Huaman-Ramirez, Dwight Merunka. Brand experience effects on brand attachment: The role of brand trust, age, and income: anglais. European Business Review, In press, 31 (5). ⟨hal-02118504⟩