Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

The aim of this study is to investigate the drivers of brand extension attributes and its impact on intention to purchase brand extensions mediated by emotional consumer-brand relationship (ECBR). Data was collected from Chinese university students with the help of questionnaire. Structure equation...

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Detalles Bibliográficos
Autores principales: Bian, Weijun, Yan, Gong
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9337238/
https://www.ncbi.nlm.nih.gov/pubmed/35910970
http://dx.doi.org/10.3389/fpsyg.2022.884673

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9337238/
https://www.ncbi.nlm.nih.gov/pubmed/35910970
http://dx.doi.org/10.3389/fpsyg.2022.884673

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