Integrated model of brand image, brand attachment and behavioral intentions: review and concept

Abstract

This paper aims to provide an integrated conceptual model describing the relationships between perceived product attributes, brand personality and brand attachment variables on behavioral intentions. Consumers may evaluate the product brand in terms of their image. Therefore, brand image is an important strategy to attach consumers with the brand so as to build a long lasting brand attachment relationships and favorable purchase behavioral intentions. This study reviewed various classical to contemporary published papers, and based on the theories, criticism and recommendation by these studies, an integrated conceptual model is proposed. The conceptual model provides new insights by incorporating extrinsic values of brand image as moderator influencing consumer behavioral intentions. In addition, brand attachment is affiliated to mediate the relationships between brand image and behavioral intentions. Antecedent of behavioral intentions for instant perceived product attributes (intrinsic and extrinsic values) of brand image, brand personality and brand attachment would be discovered further when future empirical study is conducted to validate the construct.