EMOTIONAL ATTACHMENT TOWARDS HYGIENE PRODUCTS: AN EXAMINATION OF THE CONSTRUCT AND ITS ANTECEDENTS

Abstract

The construct of emotional attachment has gained a lot of popularity amongst scholars. Marketers’ interest in developing deep consumer-brand relationships has spiked due to their relation to many contemporary desired positive outcomes. To create emotional bonds, marketers have to study the antecedents of the phenomenon to extract the controllable ones. Studies of emotional attachment in different product categories are inexistent in the marketing literature, this research tackles emotional attachment and its antecedents in a global hygiene context first, then in a more specific feminine hygiene context second. Offering a statistical analysis and empirical evidence that emotional attachment is rare / fragile in relation to general consumption products such as hygiene products, especially in the Algerian market, and no matter what level of importance consumers reserve to their purchases.