In
Causes of Brand Attachment and Its Effect on Consumers' Information Processing, Evaluations, and Behaviors
, C. Whan Park explores the psychological drivers behind consumers' deep emotional bonds with brands and how these attachments influence their thoughts, judgments, and actions.
Park identifies key factors-such as self-identity, emotional resonance, and symbolic meaning-that cause consumers to form meaningful relationships with brands. He then examines how these attachments impact the way consumers process brand-related information, evaluate competing options, and remain loyal over time.
The book bridges emotional branding with cognitive processing, offering a multi-dimensional framework for understanding how affection and loyalty develop and persist. For marketers, brand strategists, and scholars, it provides actionable insights into how brand attachment can shape long-term consumer behavior.
As part of the
Legend in Consumer Behavior
series, this book solidifies Park's reputation as a thought leader in emotional and cognitive branding research.