Consumers’ brand attachment and aversion behaviors: An empirical study of Apple iPhone

• Main Authors: Ying-Li Hsiao, 蕭英里
• Other Authors: Chia-Ying Li
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/2q3he9

碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 102 === The popularity of smart phones and the emergence of the term "phubber" reflect that consumers’ dependence on Smartphone has exceeded the imagination. Previous studies have discussed the relationship between consumers and brands, such as brand commitment, brand image, brand personality...etc. Compared with the brand commitment, brand attachment is a more novel concept. Brand attachment reflects consumers’ emotional commitment to the brand, and thus it can explain the higher level of consumer behavior in the field of brand marketing. This study extended attachment – aversion relationships (AA Relationships) with a brand, proposed by Park, Eisingerich and Park (2013), to describe the relationship between consumers and brands. Brand prominence and brand-self distance were used to measure consumers’ brand attachment-aversion behavior. This study chose hedonic, functional, symbolic benefits provided by brand, and personality traits as the antecedents of brand attachment. Moreover, this study also investigated the moderating roles of product yield and expected price on the relationship betwen brand attachment and motivation strength. 363 quesionniares were collected. AMOS and SPSS software were used to analyze the data and theoretical model. The empirical results demonstrated that avoidance characteristic negatively affected brand attachment behaviors, while the hedonic, functional, symbolic had positive impacts on brand attachment. The brand attachment would further affect the motivational strength. Expected price would play a moderating role to influnece the relationship between brand attachment and motivational strength. The results of this research would provide the managerial implications and give smartphone business marketing strategy suggestions.