Human branding: from attachment strength to loyalty

ABSTRACT

Human branding is everywhere and within every individual. With the increase in the importance of technology and social media, human branding becomes increasingly relevant, but it is still a branding concept with much room to explore. Celebrities, such as actors and athletes, are the greatest examples of human brands, and with social media managing public image is key to success. This study aims to analyze the process by which attachment strength influences loyalty through intimate and public engagement. Thus, a sample of 321 participants, collected through social media platforms, allowed us to treat data and test the hypotheses of the proposed model. Relatedness is the most relevant driver of attachment strength and the flow from attachment to loyalty through public engagement.

KEYWORDS:

• Human brand
• attachment strength
• loyalty
• public engagement
• intimate engagement

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Sandra Maria Correia Loureiro

Sandra Loureiro is a Full professor at Iscte-Instituto Universitário de Lisboa. She is the coordinator of marketing of the PhD in Management and the coordinator of the marketing group at BRU (Business Research Unit). She features on Stanford University’s Top 2% Scientists in both Marketing, and Sport, Leisure & Tourism. Her current research interests include Marktech and tourism marketing. Her papers have been published in a variety of peer-reviewed journals that include Journal of Marketing, Journal of Retailing, Journal of Business Research, Tourism Management, Journal of Travel Research, International Journal of Hospitality Management, or Journal of Sustainable Tourism. Sandra serves as a reviewer for several international journals and conferences and has participated in several research projects funded by the EU and FCT (Foundation for Science and Technology).

Eduardo Moraes Sarmento

Eduardo Moraes Sarmento has an aggregation in Management, with a specialization in Tourism, from the University of Aveiro and a PhD in Economics, with a specialization in Tourism, from Lisbon School of Economics & Management (ISEG) of Lisbon University. He is a researcher at the Center for Studies on Africa and Development (CEsA / CSG) at ISEG, University of Lisbon. He is the author of numerous international scientific articles (Q1 to Q4) in important magazines and newspapers, as well as several technical books and book chapters in Portugal and abroad. He is an editorial and scientific committee member of several national and international journals. He has participated as an international consultant in several projects of the World Bank, the United Nations Development Program (UNDP), the European Union, and the African Development Bank (ADB) in support of the governments of several countries, especially Cape Verde, Angola, and Mozambique.

Francisco Vinagre

Francisco Vinagre holds a master in Marketing from Iscte-Instituto Universitário de Lisboa and is working in consultancy.

Mónica Ferreira

Mónica Mendes Ferreira is an Invited Assistant Professor at Iscte-Instituto Universitário de Lisboa. She works in the field of social sciences, with an emphasis on Economics and Management. His academic training is interdisciplinary, combining a degree in Marketing and Communication, a Post-Graduation in Organizational Behavior and Management and a PhD in Management in the specialty of marketing. Published scientific articles, book chapters, and conference proceedings. She has extensive teaching experience, from degrees in Marketing and Management to master and post-graduate and Executive Education. On a professional level, more than 20 years of experience in different sectors such as FMCG, Mass Media, Advertising Agencies, Associations, and Consulting. His research interests include consumer behavior, digital marketing, social media, branding, communication, tourism marketing, and the links between marketing and VR, AR, and AI.