How trust, loyalty, and emotional bonding influence personal brand connection

Authors

  • Camila Von Der Heyde FURB - Fundação Universidade Regional de Blumenau
  • Juliano Krug FURB - Fundação Universidade Regional de Blumenau
  • Christian Daniel Falaster FURB - Fundação Universidade Regional de Blumenau

DOI:

https://doi.org/10.5007/2175-8077.2019.e61145

Abstract

This study aimed to analyze the relationship between trust, loyalty, emotional bond, and the personal connection with the brand. For this study, empirical data was collected from primary sources by applying a survey to 179 respondents. By analyzing the results, it was possible to realize that the aspects mentioned above are gradually achieved. For example, it is difficult for a brand to win the loyalty of its customers, without first gaining their trust. The results of the study demonstrate that there is a strong relationship between affection and personal connection, between trust and emotional bonding, and between attitudinal loyalty and emotional bonding. It can be concluded that creating a strong emotional bond with the brand requires focusing on several functional and psychological factors.

Author Biographies

Camila Von Der Heyde, FURB - Fundação Universidade Regional de Blumenau

Graduada do Curso de Tecnologia em Marketing (FURB).

Juliano Krug, FURB - Fundação Universidade Regional de Blumenau

Possui graduação em Marketing pela Fundação Universidade Regional de Blumenau (FURB) (2015) e graduação em Business and Economics - with a major in Business Administration - Halmstad University (2015). Atualmente, é mestrando bolsista CAPES na Fundação Universidade Regional de Blumenau (FURB).

Christian Daniel Falaster, FURB - Fundação Universidade Regional de Blumenau

Professor Universitário do Quadro Permanente, da Fundação Universidade Regional de Blumenau (FURB). Possui doutorado em Administração pela Universidade Nove de Julho (2017), mestrado em Administração pela Universidade Nove de Julho (2015) e graduação em Comunicação Social pela Fundação Universidade Regional de Blumenau (2013). Tem experiência na área de Administração, com ênfase em Estratégia, atuando principalmente nos seguintes temas: estratégias internacionais, ambiente institucional, ensino e pesquisa em administração e estratégia em organizações. 

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Published

2019-08-14

How to Cite

Heyde, C. V. D., Krug, J., & Falaster, C. D. (2019). How trust, loyalty, and emotional bonding influence personal brand connection. Revista De Ciências Da Administração, 21(54), 111–126. https://doi.org/10.5007/2175-8077.2019.e61145

Issue

Vol. 21 No. 54 (2019)

Section

Articles

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