情感品牌依恋与品牌延伸态度

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2020-07-02 DOI:10.1080/15332969.2020.1786245

A. Vahdat, Hanieh Hafezniya, Y. Jabarzadeh, Park Thaichon

{"title":"情感品牌依恋与品牌延伸态度","authors":"A. Vahdat, Hanieh Hafezniya, Y. Jabarzadeh, Park Thaichon","doi":"10.1080/15332969.2020.1786245","DOIUrl":null,"url":null,"abstract":"Abstract This study aims to investigate how emotional brand attachment contributes to attitude toward brand extension. Data were collected from 1236 users of Apple and Samsung Smartphones using structured questionnaire and analyzed by structural equation modeling using AMOS. First, emotional brand attachment significantly affects attitudinal loyalty, commitment, and customer satisfaction. These attitudes, in turn, have positive effects on attitude toward brand extension of which the impact of customer satisfaction on attitude toward the brand extension is noticeable. These effects, however, are different across different groups of customers (i.e. gender, marital status, and education).","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"41 1","pages":"236 - 255"},"PeriodicalIF":0.0000,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332969.2020.1786245","citationCount":"15","resultStr":"{\"title\":\"Emotional Brand Attachment and Attitude toward Brand Extension\",\"authors\":\"A. Vahdat, Hanieh Hafezniya, Y. Jabarzadeh, Park Thaichon\",\"doi\":\"10.1080/15332969.2020.1786245\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract This study aims to investigate how emotional brand attachment contributes to attitude toward brand extension. Data were collected from 1236 users of Apple and Samsung Smartphones using structured questionnaire and analyzed by structural equation modeling using AMOS. First, emotional brand attachment significantly affects attitudinal loyalty, commitment, and customer satisfaction. These attitudes, in turn, have positive effects on attitude toward brand extension of which the impact of customer satisfaction on attitude toward the brand extension is noticeable. These effects, however, are different across different groups of customers (i.e. gender, marital status, and education).\",\"PeriodicalId\":35539,\"journal\":{\"name\":\"Services Marketing Quarterly\",\"volume\":\"41 1\",\"pages\":\"236 - 255\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2020-07-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1080/15332969.2020.1786245\",\"citationCount\":\"15\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Services Marketing Quarterly\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/15332969.2020.1786245\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2020.1786245","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}

引用次数: 15

摘要

摘要本研究旨在探讨情感品牌依恋对品牌延伸态度的影响。采用结构化问卷法对1236名苹果和三星智能手机用户进行数据收集，运用AMOS进行结构方程建模分析。首先，情感品牌依恋显著影响态度忠诚、承诺和顾客满意度。这些态度反过来又对品牌延伸态度产生积极影响，其中顾客满意度对品牌延伸态度的影响是显著的。然而，这些影响在不同的客户群体(即性别、婚姻状况和教育程度)中是不同的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Emotional Brand Attachment and Attitude toward Brand Extension

Abstract This study aims to investigate how emotional brand attachment contributes to attitude toward brand extension. Data were collected from 1236 users of Apple and Samsung Smartphones using structured questionnaire and analyzed by structural equation modeling using AMOS. First, emotional brand attachment significantly affects attitudinal loyalty, commitment, and customer satisfaction. These attitudes, in turn, have positive effects on attitude toward brand extension of which the impact of customer satisfaction on attitude toward the brand extension is noticeable. These effects, however, are different across different groups of customers (i.e. gender, marital status, and education).

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.