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http://dx.doi.org/10.22156/CS4SMB.2020.10.11.141

The Moderate Effect of the Attribute Alignability on the Relations Between Brand Attachment and Product Usage Behavior: Focus on Smartphone Users  

Jo, Jae-Wook (Department of Business Administration, Daelim University)
Park, Seung-Bae (Department of Industrial Management, Seoil University)
Publication Information
Journal of Convergence for Information Technology / v.10, no.11, 2020 , pp. 141-147 More about this Journal
Abstract
This study examined the effects of brand attachment on internal modification behavior and usability expanding behavior of product. It has been found that the attribute alignable difference of product plays a moderating effect in internal modification behavior and usability expanding behavior. As a result of the study, the more brand attachment is high, the more behavior of product internal modification behavior and usability expanding behavior of product are high. In addition, consumers with high brand attachment showed greater internal modification behavior of the product when the difference of attribute alignability was high. Also, consumers with high brand attachment showed greater usability expanding behavior of the product when the difference of attribute non-alignability was high. Companies can improve brand attachment and retain loyal customers by increasing the difference of attribute alignability in consumer's product internal modification behavior. In terms of consumer's behavior of expanding product usage, we can strengthen brand attachment and can be used as a differentiated competitive advantage of products through the attribute nonalignable difference.
Keywords
Brand attachment; Attribute alignable difference; Attribute nonalignable difference; Internal modification behavior; Usability expanding behavior;
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