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- W2793711013 endingPage "288" @default.
- W2793711013 startingPage "267" @default.
- W2793711013 abstract "Consumption emotions play a crucial role in consumers’ post-purchase behaviors. Evoked by potentially controllable factors related to marketers, consumption emotions fall into a two-by-two matrix: attribute-level emotions (ALE) and beyond attribute-level emotions (BALE) with positive or negative latencies. ALE is related to product, and BALE is related to marketing communication. The authors hypothesized a model of consumption emotions in relation to brand trust, brand affect, and brand loyalty in product consumption. The study tested the model by using a sample of 398 college students and applying structural equation modeling. The results supported most the hypotheses, suggesting indirect effects of the four major types of consumption emotions on brand loyalty via brand affect. Furthermore, the study revealed the direct effects of positive or negative emotions at the attribute level. The positive emotions on brand trust were induced by marketing communication, which in turn led to higher levels of brand loyalty. Nevertheless, the effect of negative emotions on brand trust was non-significant." @default.
- W2793711013 created "2018-03-29" @default.
- W2793711013 creator A5040985595 @default.
- W2793711013 creator A5049943274 @default.
- W2793711013 date "2018-03-23" @default.
- W2793711013 modified "2023-10-18" @default.
- W2793711013 title "An empirical study on the relationship between consumption emotions and brand loyalty" @default.
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