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She’s just not that into you: The mediating impact of brand attachment on digital interactions
While the theory of brand attachment has been widely studied, very little research has been done to study the number and breadth of digital interactions for those brands with strong brand attachment versus those with weak brand attachment. This paper examines whether brand attachment towards fast-food brands has a mediating impact between loyalty (willingness to recommend) and digital interactions, as well as measuring the relative impact of specific digital interactions on brand attachment. Ultimately, the results suggest that that loyalty alone is not a significant predictor of digital interactions. Furthermore, social media interactions were seen as the highest contributor to brand attachment, suggesting that a consumer with strong brand attachment will have a higher proclivity to follow a brand on social media and subsequently share and create branded content.
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Joann Sciarrino is the Isabella Cunningham Endowed Chair in Advertising and Director of the Stan Richards School of Advertising and Public Relations in the Moody College at the University of Texas at Austin. Prior to working in academia, she was Executive Vice President for BBDO North America, where she led a successful team that provided research, analytics and modelling solutions for more than 30 global clients, most notably AT&T, Starbucks and Hyatt.
John Prudente is Research Associate at University of Texas at Austin in the Stan Richards School of Advertising and Public Relations. He has over a dozen years’ experience managing online marketing campaigns and departments at both mid-market companies and non-profit organisations. He holds a master’s degree in public administration from the University of North Carolina at Greensboro.