• Journal of the Korea Convergence Society
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• v.6 no.5
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• pp.199-206
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• 2015

This study is the convenience Facebook brand fan page users who seek functional, emotional, divided into three levels of symbolic benefits to the brand benefit was to examine whether structurally affect to brand attachment and brand commitment. Results and emotional benefits are found to affect the brand attachment relative to the functional convenience. In addition, the symbolic benefits were to affect brand attachment compared with the functional convenience. But the emotional benefits and symbolic benefits was shown to affect different brand without attachment, brand attachment points have been identified that affect the antecedents of brand engagement.

• The Research Journal of the Costume Culture
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• v.17 no.1
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• pp.1-14
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• 2009

The purpose of this study was to examine consumers' brand attachment of fashion luxury product by emotional approach of brand loyalty. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally, 218 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows; First, there were significant differences in brand loyalty according to consumers' age, marriage yes or no, occupation, education level, and income. Second, the consumers' brand attachment of fashion luxury products was composed of five factors; emotional, dependent, attractive, knowledge, interest. Third, there were significant differences in brand loyalty according to consumers' age, marriage yes or no, occupation, education level, and income. Fourth, there were significant differences in brand attachment according to consumers' age, marriage yes or no, occupation, education level, and income. There were significant differences in emotional, dependent, attractive, knowledge, interest dimension of brand attachment according to consumers' age, sex, marriage yes or no, occupation, education level, and income. Fifth, the brand attachment significantly influenced on the brand loyalty.

• Management & Information Systems Review
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• v.29 no.3
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• pp.123-146
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• 2010

This study is to examine what role is played on formation of brand attitude and brand attachment by the 3 types of brand experiences (rational experience, emotional experience and relate experience) undergone through an on-line brand community site. Also, the study aims to have a positive investigation on what influence is given to brand commitment by the brand attitude and the brand attachment formed through brand experience. The study result reveals that rational experience gives influence rather to brand attitude than brand attachment. On the other hand, it shows that emotional experience gives meaningful influence rather to brand attachment than brand attitude. It also shows that relate experience gives stronger influence to brand attachment than brand attitude. Next, a positive analysis is conducted to find out what difference of influence the brand commitment gives to brand attitude and brand attachment formed through brand experience. The analysis result shows that brand attitude does not give affect to brand commitment but brand attachment gives affect to brand commitment.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.1
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• pp.105-120
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• 2016

The purpose of this study is to verify the effects of brand experience on Brand Loyalty according to Emotional Responses. For this study, data were collected through Google questionnaires site. The survey ran from March to May, 2015, the total of 329 respondents was used in analysis. The subject consisted of adults living in domestic region, and convenience sampling. For statistical analysis, AMOS were used to verify the study model. The major results of the research are as follows. First, as to the relation between brand experiences and affectional responses, all of experience dimensions positively affect affectional responses. Second, regarding the relation between brand experience and brand attitude, partially experience dimensions affect brand attitude. Third, affectional responses affect positively brand attachment. Forth, brand attitude affect positively brand attachment. Fifth, brand attachment positively affect attitudinal brand loyalty and behavioral brand loyalty. Finally, with regard to the relation between brand experiences and brand attitude, consumer need for uniqueness has partially moderating effects when behavior experience affect brand attitude.

• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.11
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• pp.367-379
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• 2020

The primary objective of this research is to develop a better understanding of consumer's post-purchase psychological state by examining the influence of sales promotion and emotional brand attachment on post-purchase cognitive dissonance, taking into account the mediating role of impulse buying behavior. The current study addresses several gaps in literature. Firstly, it is hard to find the direct impact of sales promotion and emotional brand attachment on post-purchase cognitive dissonance. Secondly, to the best of our knowledge, few studies have investigated the mediating role of impulse buying behavior in consumer research. A sample of 256 respondents was collected from Pakistani retail consumers. The statistical findings of this study show that sales promotion has a significant positive effect on the impulse buying behavior and post-purchase cognitive dissonance. Furthermore, results indicate that emotional brand attachment has a negative influence on impulse buying behavior but has a significant positive impact on post-purchase cognitive dissonance. Meanwhile, impulse buying behavior is a potential mediator between sales promotion, emotional brand attachment, and post-purchase cognitive dissonance relationships. The moderating role of Gender describes that the positive relationship between sales promotion and post-purchase cognitive dissonance will be stronger for women as compared to men at a higher level of sales promotion.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• Management & Information Systems Review
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• v.30 no.1
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• pp.159-185
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• 2011

We can divide brand experience in the brand community of online blog into the following five types: sensuous experience, emotional experience, cognitive experience, behavioral experience, and relational experience. And this study is aimed at looking into what differences are among the effects those five have on the consumer-brand relationship. Also we wanted to analyse empirically what structural relations this consumer-brand relationship through the whole experience has with brand attachment and brand commitment. The outcome shows that emotional experience, cognitive experience and relational experience affect the consumer-brand relationship but sensuous experience and behavioral experience. And our analysis of what structural relations the consumer-brand relationship through brand experience has with brand attachment and brand commitment revealed that the consumer-brand relationship through brand experience has a direct effect on brand attachment but it doesn't have on brand commitment. Brand commitment was confirmed to be affected only through brand attachment. Finally, this is in agreement with the result of the precedent study that brand commitment is an effect variable of brand attachment.

• Management & Information Systems Review
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• v.29 no.1
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• pp.117-144
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• 2010

This paper planned to review positively the influence of leading variables - Functional benefits, Emotional benefits, Self-expressive benefits over Consumer-brand relationship, and the structural relationship between Consumer-brand relationship and Brand attachment, Word-of-mouse. For it, we verified our hypothesis utilizing Hierarchial chi-square analysis that was available to statistically verify the size between 2 paths out of Structural models As the result of research, Emotional benefits was more influential than Functional benefits in the formation of Consumer-brand relationship. Additionally, the influential difference between Emotional benefits and Self-expressive benefits was not found in the formation of Consumer-brand relationship. In other words, both Emotional benefits and Functional benefits were proved to have a positive influence on forming Consumer-brand relationship. On the other hand, Self expressive benefits played a more influential role than Functional benefit in the formation of Consumer-brand relationship. The fact was also proved that the higher the formation level of Consumer -brand relationship was, the greater positive influence over Brand attachment and Word-of-mouse Through the above results, it is more desirable to establish brand strategy for forming Consumer-brand relationship through Emotional benefits and Self expressive benefits rather than Functional benefits. Additionally, the Consumer-brand relationship formed by Value benefit is expected not only to get the level of attachment, showing like love, toward the brand deeper, but also to achieve the effect of positive, long term communication through voluntary Word-of-mouse.

• The Journal of Information Systems
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• v.23 no.4
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• pp.147-168
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• 2014

Consumer's switching behavior from incumbent smartphone to new one can be explained by not merely rational assessment but also affective aspects like aesthetic or pleasure and emotional points like attachment. but, in information system field, researches on affective.emotional factors relatively were insufficient and researches which focus on the perspective of the consumer were more scarcity. consumer's attachment to current smartphone brand and perceived aesthetic on new one would influence rational evaluation to switch or not. Therefore, this study investigates relationship between emotional factors on current smartphone and assessment of new one, in turn, we empirically analyzes purchase intention of the consumer. In order to prove the validity of the hypotheses, this study was applied longitudinal study and then conduct a survey of 212 smartphone users. The analysis results by Partial Least Square (PLS) approach showed that all hypotheses in this study were statistically supported.