Consumption emotions play a crucial role in consumers’ post-purchase behaviors. Evoked by potentially controllable factors related to marketers, consumption emotions fall into a two-by-two matrix: attribute-level emotions (ALE) and beyond attribute-level emotions (BALE) with positive or negative latencies. ALE is related to product, and BALE is related to marketing communication. The authors hypothesized a model of consumption emotions in relation to brand trust, brand affect, and brand loyalty in product consumption. The study tested the model by using a sample of 398 college students and applying structural equation modeling. The results supported most the hypotheses, suggesting indirect effects of the four major types of consumption emotions on brand loyalty via brand affect. Furthermore, the study revealed the direct effects of positive or negative emotions at the attribute level. The positive emotions on brand trust were induced by marketing communication, which in turn led to higher levels of brand loyalty. Nevertheless, the effect of negative emotions on brand trust was non-significant.

消费情绪在消费者的购买后行为中起着至关重要的作用。受到与营销人员有关的潜在可控因素的影响，消费情绪分为两两矩阵：属性级情绪（ALE）和超出属性级情绪（BALE）的正负延迟。ALE与产品有关，而BALE与营销传播有关。作者假设了一种与品牌信任，品牌情感和产品消费中的品牌忠诚度有关的消费情绪模型。该研究通过使用398名大学生样本并应用结构方程模型对模型进行了测试。结果支持大多数假设，表明四种主要消费情感类型通过品牌影响间接影响品牌忠诚度。此外，该研究揭示了在属性级别上正面或负面情绪的直接影响。品牌信任的积极情绪是由营销传播引起的，反过来又导致了更高的品牌忠诚度。然而，负面情绪对品牌信任的影响并不显着。