Abstract
The brand has an identifying function since it allows to differentiate the products and/or services existing in the market, through a name, term, sign, and symbol, or a combination of all these elements. The identity of the brand can be adapted according to the needs and desires of its target audience, in order to foster recognition and create an emotional link with it. This cognitive and affective bond is called the attachment theory, and it is defined by the attachment between an individual and a brand, in such a way that, when the connection is strong, it will see it as an extension of itself, being part of its characterization. In the context of this study, we will also analyze public and social marketing focusing on the “Portugal Sou Eu” program, an initiative of the Ministry of Economy. This initiative aims to support and stimulate the national supply, aiming to promote the informed consumption and valorization of Portuguese products and services, with the aim of increasing competitiveness and job creation in Portuguese companies, especially in small and medium-sized enterprises. Based on a totally qualitative approach, this study intends to analyze the influence of the theory of attachment at the time of purchase, noting if there is predisposition of the sample to consume products of Portuguese brands adhering to the program, instead of others of different origin. For this proposed, was realized a focus group (10 participants) with portuguese consumers, three face-to-face interviews with affiliated companies (Minhofumeiro, Life in a Bag and Marsil), another by e-mail (Nacional) and an interview with the entity responsible for coordinating the program (Associação Empresarial de Portugal). The results suggest that there is low recognition of the brand “Portugal Sou Eu” and, consequently, the affective bond, by the consumers, proved to be weak, with a prioritization of the price. The business fabric pointed to the lack of bet on strategies of dissemination that fit the type of business of each company and allow an increase of its notoriety, as for example, the lack of presence in international fairs.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Aaker, D. A. (1996). Building Strong Brands. sl.
Aaker, D. A. & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of Public Policy & Marketing, 108–114.
Andrews, M., Luo, X., Fang, Z., & Aspara, J. (2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing,78(6), 120–142.
Ashmore, R. D., Deaux, K., & McLaughlin-Volpe, T. (2004). An organizing framework for collective identity: Articulation and significance of multidimensionality. Psychological Bulletin,130(1), 80.
Baumgarth, C. & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting. Industrial Marketing Management, 39(8), 1250–1260.
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research,59(1), 46–53.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research,15(2), 139–168.
Bowlby, J. (1982). Attachment and loss: Retrospect and prospect. American Journal of Orthopsychiatry,52(4), 664.
Brewer, M. B., & Hewstone, M. E. (2004). Self and social identity. Blackwell publishing.
Brito, C. (2010). Uma abordagem relacional ao valor da marca. Revista Portuguesa e Brasileira de Gestão,9(1–2), 49–63. [online].
Burgess, S. M., & Harris, M. (1999). Social identity in an emerging consumer market: How you do the wash may say a lot about who you think you are. ACR North American Advances.
de Araújo, E. T. (2011). Marketing social aplicado a causas públicas: Cuidados e desafios metodológicos no planejamento das mudanças de comportamentos, atitudes e práticas sociais. Pensamento & Realidade. Revista do Programa de Estudos Pós-Graduados em Administração-FEA. ISSN 2237-4418, 26(3).
De Ruyter, K., & Scholl, N. (1998). Positioning qualitative market research: Reflections from theory and practice. Qualitative Market Research: An International Journal,1(1), 7–14.
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing,38(5/6), 573–592.
Denzin, N. K., & Lincoln, Y.S. (2000). Handbook of qualitative research (2th ed.). SAGE Publications.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research,32(3), 378–389.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research,24(4), 343–373.
Frasquet, M., Mollá Descals, A., & Ruiz-Molina, M. E. (2017). Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment. International Journal of Retail & Distribution Management,45(6), 608–625.
Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product & Brand Management,17(1), 4–12.
Godoy, A. S. (1995). Introdução à pesquisa qualitativa e suas possibilidades. Revista de administração de empresas,35(2), 57–63.
Heere, B., & James, J. D. (2007). Stepping outside the lines: Developing a multi-dimensional team identity scale based on social identity theory. Sport Management Review,10(1), 65–91.
Hill, R. P., & Stamey, M. (1990). The homeless in America: An examination of possessions and consumption behaviors. Journal of Consumer Research,17(3), 303–321.
Jung, J., & Sung, E. (2008). Consumer-based brand equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management: An International Journal,12(1), 24–35.
Kamiya, A. S. M., da Costa Hernandez, J. M., Xavier, A. K. S., & Ramos, D. B. (2018). A importância do apego à marca para o engajamento em causas de responsabilidade social corporativa. RAE-Revista de Administração de Empresas,58(6), 564–575.
Kapferer, J. N. (1991). Marcas—capital de empresa. Lisboa: Edições CETOP.
Kapferer, J.-N. (2008). The new strategic brand management: Creating and sustaining brand equity long term (4th ed.). London: Kogan Page.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1–22.
Kuenzel, S., & Vaux Halliday, S. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management,17(5), 293–304.
Levek, A. R. H. C. (2002). A responsabilidade social e sua interface com o marketing social. Revista da FAE, 5(2).
Lisjak, M., Lee, A. Y., & Gardner, W. L. (2012). When a threat to the brand is a threat to the self: The importance of brand identification and implicit self-esteem in predicting defensiveness. Personality and Social Psychology Bulletin,38(9), 1120–1132.
Low, G. S., & Lamb, C. W., Jr. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management,9(6), 350–370.
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing,75(4), 35–52.
Malhotra, N.K., Baalbaki, I. B., & Bechwati, N. N. (2013). Marketing research an applied orientation (6th ed.). Pearson Education.
Mick, D. G., & DeMoss, M. (1990). Self-gifts: Phenomenological insights from four contexts. Journal of Consumer Research,17(3), 322–332.
Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer affairs,35(1), 45–72.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement–empirical evidence. Journal of Product & Brand Management,14(3), 143–154.
Park, C. W., MacInnis, D. J., & Priester, J. (2008). Brand attachment: Constructs, consequences, and causes. Foundations and Trends® in Marketing, 1(3), 191–230.
Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review,27(4), 434–449.
Ruão, T. (2017). Marcas e identidades: guia da concepção e gestão das marcas comerciais.
Santesmases, M. (2004). Marketing: conceptos y estrategias (5. a edición).
Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research,22(1), 43–61.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research,38(2), 225–243.
Sen, S., Bhattacharya, C. B., & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment. Journal of the Academy of Marketing Science,34(2), 158–166.
Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of Business Research,66(10), 1831–1838.
Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research,46(1), 92–104.
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology,15(1), 77–91.
Underwood, R., Bond, E., & Baer, R. (2001). Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory and Practice,9(1), 1–13.
Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: Attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science,37(2), 170–180.
Wahyuni, D. (2012). The research design maze: Understanding paradigms, cases, methods and methodologies.
Wann, D. L., & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology.
Wood, L. (2000). Brands and brand equity: Definition and management. Management Decision,38(9), 662–669.
Zdravkovic, S., Magnusson, P., & Stanley, S. M. (2010). Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing,27(2), 151–160.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Cardoso, A., Sousa, B. (2020). The Theory of Attachment in Contexts of Public and Social Marketing: Study of the Program “Portugal Sou Eu”. In: Crowther, D., Seifi, S. (eds) CSR and Sustainability in the Public Sector. Approaches to Global Sustainability, Markets, and Governance. Springer, Singapore. https://doi.org/10.1007/978-981-15-6366-9_6
Download citation
DOI: https://doi.org/10.1007/978-981-15-6366-9_6
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-15-6365-2
Online ISBN: 978-981-15-6366-9
eBook Packages: Business and ManagementBusiness and Management (R0)