Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment
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DOI: 10.3389/fpsyg.2022.884673
Abstract: 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… read more here.
Keywords: brand; relationship; emotional consumer; intention purchase ... See more keywords