브랜드 태도, 애착, 몰입, 신뢰, 충성도의 개념과 관계에 관한 고찰

The Concepts and Relationships of Brand Attitude, Brand Attachment, Brand Commitment, Brand Trust and Brand Loyalty

The purpose of the paper is to investigate the results of a wide range of researches and studies to deepen the knowledge about brand attitude, brand attachment, brand commitment, brand trust, brand loyalty, and their relationships, which are crucial to understand the relationships between brands and customers. First, brand attitude is defined as a customer’s positive or negative mental reaction to a specific brand. Second, brand attachment is portrayed as a customer’s “feeling of love” toward a specific brand. Third, brand commitment can be described as a condition where a customer shows strong willingness to maintain one’s “feeling of love” toward a specific brand. Fourth, brand trust is simply to put a customer’s propensity or will to trust a specific brand. Fifth, brand loyalty means a customer’s repeated purchases and consumptions of a specific brand. In addition to the first goal, this paper will make it possible for other brand researchers and practitioners to conduct similar researches with little errors by offering clear definition of concepts for brand studies.