Den som gapar efter mycket, fångar ofta hela stycket - En kvantitativ studie om konsumenters emotionella band till varumärken
This paper examines the relationship between the experienced quality in the offering of a brand, emotional attachment and consumer commitment. The study aim to explore several dimensions of the experienced quality in the offering of a brand. Further we examine two conceptualizations of emotional attachment - Brand Attachment and Brand Love - and intend to declare the two of being two separate phenomena. We then conduct a relationship-based analysis wherein the mediating ability of Brand Attachment and Brand Love, between the experienced quality in the offering of a brand and consumer commitment, is examined. Therefore we conduct a focused quantitative study, wherein 171 customers of the fashion retailer H&M have responded to a comprehensive survey both online and in-store, to examine this fun-damental relationship and its components. The results unveil (1) several dimensions of the experi-enced quality, such as assortment and price, (2) Brand Attachment and Brand Love being two distinct phenomena, (3) the mediating ability of Brand Love (and only Brand Love).