Political ideology and brand attachment

Eugene Y. Chan, Jasmina Ilicic

Research output: Contribution to journalArticleResearchpeer-review

7 Citations (Scopus)


We introduce political conservatism as possibly associated with brand attachment. We propose that conservatism, in particular, might be related to stronger attachment bonds to brands due to greater feelings of uncertainty, encouraging consumers to seek security via forming brand attachment bonds. In five studies, we demonstrate a relationship between conservatism and brand attachment. Uncertainty is able to explain the relationship, as attachment bonds to brands can appease conservatives' uncertainty. We also observe downstream consequences for price sensitivity and purchase intentions. Finally, the relationship may arise primarily for a brand with a domestic (vs. foreign) country-of-origin. Accordingly, consumers' political ideology may play a role in brand attachment with implications for how brand managers can segment or target the market in order to predict consumer–brand relationships. We situate our work more generally on the relevance of consumers' political ideology for marketing activities.

Original languageEnglish
Pages (from-to)630-646
Number of pages17
JournalInternational Journal of Research in Marketing
Issue number4
Publication statusPublished - Dec 2019


  • Brand attachment
  • Country-of-origin
  • Political conservatism
  • Uncertainty

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