Abstract

The purpose of the study is to develop a brand loyalty model with perspectives from rational and emotional aspects. The research investigates the relevant antecedents of the brand loyalty model with the respondents from various industries in the chemical emulsion market. The research is a quantitative approach with SEM-PLS employed to run the data, whereas the data is conducted and collected from the field survey. The study demonstrates the robustness of the model with direct relationships between the constructs in the model. Moreover, it confirms that rational brand quality influences brand loyalty stronger than emotional brand associations; further perceived value has the weakest influence on satisfaction. Authors encourage replicated research with a broader range of product categories to validate the results. The ideal model should be able to be implemented with generalization. The research has an insight into the two-sided role of rational and emotional elements during the decision process and their role in satisfaction and brand loyalty; moreover, the proposed model also adds perceived value. With the investigation of the direct and indirect effects among the constructs of the model, this model is considered new in industrial branding; therefore, the paper fulfills the research gap and contributes novelty.

摘要

这项研究的目的是从理性和情感方面开发一种品牌忠诚度模型。该研究与化学乳液市场各个行业的受访者一起调查了品牌忠诚度模型的相关前提。这项研究是一种采用SEM-PLS来运行数据的定量方法，而数据是通过实地调查进行并收集的。该研究通过模型中构造之间的直接关系证明了模型的鲁棒性。而且，它证实了理性的品牌质量对品牌忠诚的影响要强于情感品牌联想。进一步的感知价值对满意度的影响最弱。作者鼓励对涉及更多产品类别的重复研究来验证结果。理想模型应该能够被概括地实现。该研究深入了解了理性和情感因素在决策过程中的双向作用及其在满意度和品牌忠诚度中的作用；此外，提出的模型还增加了感知价值。通过研究模型构建之间的直接和间接影响，该模型被认为是工业品牌化的新模型。因此，本文填补了研究空白并做出了新的贡献。这种模式被认为是工业品牌化的新模式；因此，本文填补了研究空白并做出了新的贡献。这种模式被认为是工业品牌化的新模式；因此，本文填补了研究空白并做出了新的贡献。