Publikacja:

The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

Data

2021
Artykuł
Przeszukaj czasopismo Uproszczony widok Pełne metadane Statystyki
 
cris.legacyid5920
cris.virtual.journalance#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtualsource.journalancedc92c553-0411-4522-97d5-b7ef33169392
dc.abstract.plPurpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers to test the hypotheses using AMOS 24.0 and SPSS 24.0. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and moderation analysis techniques were used as data analysis methods. Findings: Results show that when brand attachment and brand passion were assessed, the brand passion has the highest effect on purchase intention. Moreover, our data reveal that brand attachment is more likely to lead to consumer purchase intention for convenience products, while brand passion is more promising for increasing consumer purchase intention for high-involvement shopping products. Finally, we provide a detailed discussion of how these results can be applied to both research and practice. Implications: This study offers recommendations for how practitioners can strengthen purchase intentions of convenience and shopping brands in emerging markets. Originality/value: This study is the first to prove that brand attachment is a driver of purchase intention of low-involvement convenience brands, whereas brand passion is a more prominent predictor of the purchase intention of high-involvement shopping brands.
dc.contributor.affiliationSukkur IBA University
dc.contributor.affiliationSchool of Management, Huazhong University of Science and Technology
dc.contributor.affiliationSukkur IBA University
dc.contributor.affiliationSchool of Business, Liaocheng University
dc.contributor.affiliationSukkur IBA University
dc.contributor.affiliationAlpen-Adria-Universität Klagenfurt
dc.contributor.authorFaheem Gul Gilal
dc.contributor.authorNaeem Gul Gilal
dc.contributor.authorRukhsana Gul Gilal
dc.contributor.authorZhenxing Gon
dc.contributor.authorWaseem Gul Gilal
dc.contributor.authorMuhammad Nawaz Tunio
dc.date.accessioned2025-07-25T16:02:23Z
dc.date.available2025-07-25T16:02:23Z
dc.date.issued2021
dc.date.published3/2021
dc.description.issue1
dc.description.physical14–38
dc.description.volume29
dc.identifier.doi10.7206/cemj.2658-0845.39
dc.identifier.issn2658-0845
dc.identifier.urihttps://repozytorium.kozminski.edu.pl/handle/item/1666
dc.languageen
dc.relation.ispartofCentral European Management Journal
dc.relation.pages14–38
dc.rightsCC-BY-4.0
dc.subjectbrand attachment
dc.subjectbrand passion
dc.subjectpurchase intention
dc.subtypeOriginal
dc.title

The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

dc.typeArticle
dspace.entity.typePublication