Attachment Styles Associations with Long-Term Relationships Mediated by Brand Loyalty in the Israeli Mobile Market

Abstract

Purpose: The main objective of the thesis is to use attachment styles theory to explore long-term relationships in a service context, using the Israeli mobile market as a case study. Theoretical framework: Attachment theory focuses on the primary link between maternal loss or deprivation and later personality development. The theory was extended to adult life and commercial contexts. Three attachment styles (secure, avoidant, and anxious) were used as the independent variables, commitment and trust were the mediating variables, intention to stay and cooperation were the dependent variables. Methodology: A random sample of 1024 participants of an online access panel took the survey online. Structural Equation Modeling (SEM) was conducted to measure the constructs' validity through confirmatory factor analysis (CFA) and to assess the hypothesized model as a single theoretical structure, using path analysis. Findings: Associations were found between most of the study variables. The mediators presented significant mediation effects between attachment styles and the dependent variables. Originality: the current study used a unique theoretical model which was not tested before. The model and findings proved that primary psychological structure plays a role in creating and maintaining long-term relationships.