The use of lisrel in validating marketing constructs
Consumer attachment toward a brand is a strong affective concept (Fournier 1998).
Researchers have defined commitment as "an implicit or explicit pledge of relational continuity between exchange partners (Dwyer, Schurr, and Oh 1987)" or an enduring desire to maintain a valued relationship (Morgan and Hunt 1994)." In accordance with these definitions, brand commitment can be described as a construct with the attitudinal aspect of brand loyalty (Oliver 1999) or as the intention to maintain a continuous relationship with a brand (Fournier 1998).
The implications of the results for researchers and marketers are discussed. Ulgado (2005) ,"Brand Personality, Self-Congruity and the Consumer-Brand Relationship", in AP - Asia Pacific Advances in Consumer Research Volume 6, eds.
Yong-Uon Ha and Youjae Yi, Duluth, MN : Association for Consumer Research, Pages: 111-117.
It is suggested that by using a brand with self-congruent personality, the consumer expresses his or her own values (leading to self-appraisal) and goes through a social adjustment process (resulting in reflected appraisal) at the same time (Hogg, Cox, and Keeling 1998).
Cognitive appraisals elicit various emotions (Lazarus 1991; Lea and Webley 1997; Luce, Payne, and Bettman 1999; Richins 1997).