Abstract
This study compares the impact of brand emotion and brand trust on consumers’ purchase intention. A structural equation model is used to investigate which of the seven core components of brand emotion: self-brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence, and anticipated separation distress, has a more significant influence on consumers’ brand emotion. Furthermore, this study examines the differential impact of brand emotion and high quality on loyalty across various products and brands. The findings indicate that consumers attach greater importance to brand emotion irrespective of the product or brand, and positive emotional connection is the most crucial component of brand emotion. Regardless of the product category, the stronger the emotional connection with a brand, the more likely consumers will purchase it.
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