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Abstract
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Article Information:
Investigating the Effect of Brand Satisfaction, Brand Trust and Brand Attachment on Purchase Behavior of Customers
Amin Asadollahi, Mohammad Jani, Parisa Pourmohammadi Mojaveri and Farshad Bastani Allahabadi
Corresponding Author: Amin Asadollahi
Submitted: April 18, 2012
Accepted: May 10, 2012
Published: September 01, 2012 |
Abstract:
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The purpose of this study is to develop a comprehensive model that combines brand satisfaction,
brand trust and brand attachment perspectives on brands and demonstrate how affect current and future
purchases. These researchers used structural equation modeling to test the significance of the overall model and
the specified paths. Findings indicate that brand satisfaction is affected by directly by brand trust, current
purchase and indirectly by brand attachment. Brand trust is affected by directly by brand attachment and
indirectly by future purchase. In contrast, brand attachment is affected by current purchase and future purchase.
And finally current purchase is affected by directly by future purchase. The present study did not examine
feedback effects and only included consumer categories, no individual differences variables. As such, these
researchers recommend that future research examine feedback effects and include additional consumer
categories, B2B categories and individual-differences variables such as variety seeking and innovativeness.
These researchers recommend that practitioners also use brand relationship measures and develop strategic and
tactical initiatives that ensure consumers are satisfied with brand trust and feel attached to a brand. This is a
cross-paradigm study and it is the first that combines two separate broad-based perspectives on brands in a
simple comprehensive model for researchers and brand managers.
Key words: Brand Attachment, Brand satisfaction, Brand trust, Current purchase, Future purchase, ,
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Cite this Reference:
Amin Asadollahi, Mohammad Jani, Parisa Pourmohammadi Mojaveri and Farshad Bastani Allahabadi , . Investigating the Effect of Brand Satisfaction, Brand Trust and Brand Attachment on Purchase Behavior of Customers. Research Journal of Applied Sciences, Engineering and Technology, (17): 3182-3187.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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