The Relationship between Brand Attachment and Consumers' Emotional Well-Being
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The Relationship between Brand Attachment and Consumers’ Emotional Well-Being

The Relationship between Brand Attachment and Consumers' Emotional Well-Being

Leonardo Aureliano-Silva, Suzane Strehlau & Vivian Strehlau

The purpose of the study was to examine the relationship between brand attachment and emotional well-being of consumers based on the need for personal image management and feelings of arrogant pride. A study of 107 consumers of the Calvin Klein brand was performed. Data were analyzed using the structural equations modeling technique. The results indicated a positive relationship between brand attachment and emotional well-being of consumers. A relationship was also identified between brand attachment, image management, and emotional well-being, and brand attachment and arrogant pride. No relationship was identified between arrogant pride and emotional well-being.

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