'TOUCH ME TO ATTACH ME' THA DARK AND THE BRIGHT SIDE OF BRAND ATTACHEMENT

摘要

Our results show that implicit and explicit brand attitudes significantly differ regarding the analyzed brands and the analyzed brand touchpoints. Furthermore, our results indicate that the implicit side of brand attitude can show a totally different picture of the brand depending on the analyzed brand touchpoint, enabling marketing managers to better understand not only brand related attitude change, but also the very basis for the extreme positive (brand love) and negative (brand hate) pole of a customer-brand relationship development.