Chapter 9: A theoretical framework exploring three foundational benefits of brand attachment
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The present chapter (1) articulates the conceptual meaning of three foundational brand benefits: enabling, enticing, and enriching benefits, (2) explores and delineates the process by which these three benefits lead to brand attachment, and (3) examines novel theory about the critical role of enriching benefits in forming brand attachment relative to enabling and enticing benefits. Avenues for future research are discussed.

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