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Emotional Brand Attachment and Attitude toward Brand Extension
Services Marketing Quarterly Pub Date : 2020-07-09 , DOI: 10.1080/15332969.2020.1786245
Arash Vahdat 1 , Hanieh Hafezniya 2 , Younis Jabarzadeh 1 , Park Thaichon 3
Affiliation  

Abstract

This study aims to investigate how emotional brand attachment contributes to attitude toward brand extension. Data were collected from 1236 users of Apple and Samsung Smartphones using structured questionnaire and analyzed by structural equation modeling using AMOS. First, emotional brand attachment significantly affects attitudinal loyalty, commitment, and customer satisfaction. These attitudes, in turn, have positive effects on attitude toward brand extension of which the impact of customer satisfaction on attitude toward the brand extension is noticeable. These effects, however, are different across different groups of customers (i.e. gender, marital status, and education).



中文翻译:

情感品牌依恋与品牌延伸态度

摘要

这项研究旨在调查情感的品牌依恋如何有助于品牌扩展的态度。使用结构化问卷从1236个Apple和Samsung Smartphones用户收集数据,并使用AMOS通过结构方程建模进行分析。首先,情感品牌的依恋会显着影响态度上的忠诚度,承诺和客户满意度。这些态度反过来对品牌延伸态度产生积极影响,其中客户满意度对品牌延伸态度的影响非常明显。但是,这些影响在不同的客户群体之间是不同的(即性别,婚姻状况和教育程度)。

更新日期:2020-07-09
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