The relationship between brand attitude and brand responses: The mediating role of emotional brand attachment

• Main Authors: Cheng, Yi-Chen, 鄭伊真
• Other Authors: Lin, Shao-Lung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/03436243282729490303

碩士 === 中國文化大學 === 國際貿易學系 === 100 === The main purpose of this study is to explore and examine the relationship among brand attitude, emotional attachment, brand loyalty, and price premium. The study used survey to collect data provided by a sample of regular consumers in Taiwan Area. The focus group selected 24 brands out from 9 categories. The study show one brand in each questionnaire and therefore employ total 24 version questionnaires. Every 35 respondents answered one version questionnaire. The data provided by a useful sample of 655 consumers (the effective response rate was 77.98%). The results revealed that brand attitude positively influences brand loyalty and emotional brand attachment; emotional brand attachment affects brand loyalty and price premium positively. In addition, emotional brand attachment mediates the relationship between brand attitude and brand loyalty and price premium respectively. We discuss implications for theory and practices, and suggestions for the further study.