Possession Attachment toward Global Brands

Autor(en)

Udo Wagner, Isaac Cherian Jacob, Monica Khanna, Krupa Ashwin Rai

Abstrakt

This research studies possession attachment and focuses on bonds with brands acquired during childhood. The study concentrates on millennial girls growing up in Indian culture and investigates their possession attachment towards Barbie dolls and its impact on their mindsets. The Barbie brand is a prominent cultural icon from the industrialized world. The influence of possession attachment manifests itself when adults use comfort objects such as dolls, blankets, or photographs during childhood. Authors observed that attachment behaviour towards inanimate objects differs depending on the culture in which an infant was raised. This research identifies and validates multiple outcomes of possession attachment such as memories, nostalgia, identity congruity and transnational imagined community. The role of Barbie dolls within the product category of girls toys allows to generalize the results achieved here to broader setting of possession attachment acquired during childhood towards global brands, especially in crafting branding strategies for high involvement goods.

Organisation(en)

Institut für Marketing und International Business

Externe Organisation(en)

Somaiya Vidyavihar University

Journal

Journal of International Consumer Marketing

Band

33

Seiten

434-451

Anzahl der Seiten

18

ISSN

0896-1530

DOI

https://doi.org/10.1080/08961530.2020.1813671

Publikationsdatum

2020

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing, Management Information Systems

Link zum Portal

https://ucris.univie.ac.at/portal/de/publications/possession-attachment-toward-global-brands(996279c3-2857-452e-b7cf-ca50ffe61f6b).html