| Summary: | 碩士 === 義守大學 === 管理學院管理碩士在職專班 === 100 === The constructs of brand attachment and brand attitude are as key antecedents to consumers’ brand choice. Because previous researches discussed these two constructs separately, we do not fully understand whether the brand attachment or the brand attitude plays a more important role in the way consumers evaluate brands.
Using a review of brand attachment literature, this study integrated "self-expression", "actual self" and "ideal self" within a comprehensive theoretical model and used structural equation modeling (SEM) to explore the different effects between consumers’ brand attachments and brand attitudes on their brand choice behavior. In addition, we further hypothesized that the influences of these constructs are moderated by self-construals or reactance.
The research results showed that the addition of self-variables to brand attachment model improved prediction of consumer brand purchase intention, and so by contrast the importance of brand attachment stands out than brand attitude more clearly. While consumers are inclined to independent self or have higher reactance, brand attachment has been shown to correlate highly with brand purchase intention. On the contrary, when consumers are inclined to interdependent self or have lower reactance, brand attachment has weaker connection with brand purchase intention.
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