Department of Business Administration, National Chiayi University、 Department of Marketing and Tourism Management, National Chiayi University
Based on the famous post-purchase behavior model “image→quality→satisfaction→ post-purchase behavior”, the purpose of this study was to integrate emotional brand attachment into the original framework to form a new post-purchase behavior model including both cognitive (i.e., perceived quality) and emotional (i.e., emotional brand attachment) perspective. To examine the model and associated hypotheses, deluxe imported car owners are selected as the research scope, because they are prone to appear emotional attachment. 400 valid questionnaires were collected. And we adopted a structural equation modeling (SEM) approach to examine the proposed model and the associated hypotheses. We have the following conclusions: (1) The new post-purchase behavior model consisting of both cognition and emotion components produced adequate fit to the data. (2) Brand image positively influences perceived quality, satisfaction and emotional brand attachment; (3) Perceived quality positively influences satisfaction; (4) Satisfaction and emotional brand attachment positively influence post-purchase behavior respectively; (5) Post-purchase behavior is indirectly influenced by brand image through perceived quality, satisfaction and emotional brand attachment respectively; (6) The effect of brand image on emotional brand attachment is not moderated by self-congruence.(136_M5a1fc36340e04_Abs.pdf(檔案不存在))
Brand Image, Perceived Quality, Satisfaction, Emotional Brand Attachment, Post-purchase Behavior
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