THE EFFECT OF PRODUCT QUALIA FACTORS ON BRAND IMAGE-USING BRAND LOVE AS THE MEDIATOR

DOI

Abstract

A product's emotional attributes, including attractiveness, beauty, and creativity, have gradually become the key factors that influence consumers to choose a certain brand. A pleasant feeling often makes people feel joyful and addresses people's inner desires on a sentimental level. The use of the affective value of a product to confirm its market position can enhance its brand image and facilitate the identification of its product advantages. Our study used measuring scales for product qualia factors, brand love, and brand image to perform a structural equation modeling (SEM) analysis. Results show that 1) product qualia factors positively affect brand love; 2) brand love positively affects brand image; 3) product qualia factors positively affect brand image; 4) brand love provides a mediating effect on product qualia factors and product image; and, 5) through the use of brand love, the effect of product qualia factors on brand image is enhanced. Finally, we propose recommendations based on the researchresults to relevant study groups as well as to assist future studies.

Journal

Details 詳細情報について

  • CRID
    1390001205411178880
  • NII Article ID
    130005145740
  • DOI
    10.11247/jssdj.62.3_67
  • ISSN
    21865221
    09108173
  • Text Lang
    en
  • Data Source
    • JaLC
    • CiNii Articles
  • Abstract License Flag
    Disallowed

Report a problem

Back to top