Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

The aim of this study is to investigate the drivers of brand extension attributes and its impact on intention to purchase brand extensions mediated by emotional consumer-brand relationship (ECBR). Data was collected from Chinese university students with the help of questionnaire. Structure equation...

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Bibliographic Details
Main Authors: Weijun Bian, Gong Yan
Format: Article
Language:English
Published: Frontiers Media S.A. 2022-07-01
Series:Frontiers in Psychology
Subjects:
brand extension
brand attribute
luxury brand
commitment
emotional consumer-brand relationship
purchase intention
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.884673/full

Internet

https://www.frontiersin.org/articles/10.3389/fpsyg.2022.884673/full

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