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| The Effect of Money and Time Cue on Brand Attachment and Its Mechanism |
| HOU Qingfeng，YU Hongyan，LIANG Jianping |
| Sun Yat-sen University, Guangzhou, China |
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Abstract Brand attachment is the emotional bond formed in the interaction between consumer and brand and is a critical construct that depicts the quality of brand relationship. Developed in a specific environment, the interaction is exposed to many environmental factors. However, most of the previous researches focused on the antecedents that only related to brand or consumer, lacking the exploration of the specific environmental factors, such as the concept of money and time. Therefore, the study mainly explored the effect of money and time, the two environmental cues, and through three experiments, it was found that, compared with activating time, activating money reduced consumers’ emotional brand attachment to the specific brands and that the effect of money and time was mediated by the self-brand distance perceived by consumers.
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Received: 01 January 2018
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