Understanding the role of brand attachment in the automotive luxury brand segment

Milheiro, Abílio Bragança; Sousa, Bruno; Santos, Vasco Ribeiro; Milheiro, Catarina Bragança; Vilhena, Estela

Publication

Understanding the role of brand attachment in the automotive luxury brand segment

2024Journal article

dc.contributor.author	Milheiro, Abílio Bragança
dc.contributor.author	Sousa, Bruno
dc.contributor.author	Santos, Vasco Ribeiro
dc.contributor.author	Milheiro, Catarina Bragança
dc.contributor.author	Vilhena, Estela
dc.date.accessioned	2024-08-28T10:27:37Z
dc.date.available	2024-08-28T10:27:37Z
dc.date.issued	2024
dc.description.abstract	The automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents the greatest challenges in the business-to-consumer (B2C) relationship. Brand Attachment refers to the cognitive and effective connection between consumers and “their” brands. The central objective of this research is to analyze, measure, and understand the impact of Brand Attachment on consumer behavior, in the specific context of the luxury segment of the automotive market. The conceptual model that is proposed seeks to highlight and study the possible connections and associations between Brand Attachment, satisfaction, commitment, trust, expectations, and loyalty with the brand selected for this study, the luxury automotive brand Porsche. The selected methodology was based on a case study based in the Portuguese market and the application of a questionnaire to customers of Porsche from Portugal. The results obtained through the empirical data allowed us to reach the conclusion that respondents who have a stronger affective and emotional connection with Porsche (intense level of Brand Attachment) tend to be those who are more satisfied and confident with the brand and are, consequently, more loyal. This study represents an important contribution to research on Brand Attachment in marketing and strategic management in the automotive sector, particularly in the Portuguese market, and supports the definition of the best marketing strategies to promote fruitful B2C relationships.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	Milheiro, Abílio Bragança; Sousa, Bruno; Santos, Vasco Ribeiro; Milheiro, Catarina Bragança; Vilhena, Estela (2024). Understanding the role of brand attachment in the automotive luxury brand segment. Administrative Sciences. ISSN 2076-3387. 14:6, p. 1-27	pt_PT
dc.identifier.doi	10.3390/admsci14060119	pt_PT
dc.identifier.issn	2076-3387
dc.identifier.uri	http://hdl.handle.net/10198/30205
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.publisher	MDPI	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Automotive sector	pt_PT
dc.subject	Brand attachment	pt_PT
dc.subject	Car market	pt_PT
dc.subject	Consumer behavior	pt_PT
dc.subject	Luxury	pt_PT
dc.subject	Marketing	pt_PT
dc.subject	Relational marketing	pt_PT
dc.title	Understanding the role of brand attachment in the automotive luxury brand segment	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.citation.endPage	27	pt_PT
oaire.citation.issue	6	pt_PT
oaire.citation.startPage	1	pt_PT
oaire.citation.title	Administrative Sciences	pt_PT
oaire.citation.volume	14	pt_PT
person.familyName	Sousa
person.givenName	Bruno
person.identifier.ciencia-id	AD16-D506-6CDE
person.identifier.orcid	0000-0002-8588-2422
person.identifier.rid	A-5325-2019
person.identifier.scopus-author-id	57204794161
rcaap.rights	openAccess	pt_PT
rcaap.type	article	pt_PT
relation.isAuthorOfPublication	dfc34a9c-b113-4c50-9f69-b671a2f38144
relation.isAuthorOfPublication.latestForDiscovery	dfc34a9c-b113-4c50-9f69-b671a2f38144