Abstract
Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers to test the hypotheses using AMOS 24.0 and SPSS 24.0. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and moderation analysis techniques were used as data analysis methods. Findings: Results show that when brand attachment and brand passion were assessed, the brand passion has the highest effect on purchase intention. Moreover, our data reveal that brand attachment is more likely to lead to consumer purchase intention for convenience products, while brand passion is more promising for increasing consumer purchase intention for high-involvement shopping products. Finally, we provide a detailed discussion of how these results can be applied to both research and practice. Implications: This study offers recommendations for how practitioners can strengthen purchase intentions of convenience and shopping brands in emerging markets. Originality/value: This study is the first to prove that brand attachment is a driver of purchase intention of low-involvement convenience brands, whereas brand passion is a more prominent predictor of the purchase intention of high-involvement shopping brands.
Highlights
During recent decades, interest in consumer-brand relationships has increased, both among academics and among brand managers and researchers (Paul, 2015; Gilal et al, 2019a)
Our results revealed that consumer purchase intention is strengthened more by brand passion when product involvement is high (β = 0.726***: CI = 0.558 to 0.894) than for a low-involvement product (β = 0.439***: CI = 0.224 to 0.654). These findings clearly show that brand attachment is an important criterion for boosting consumer purchase intention for convenience products, while brand passion is an important criterion for improving purchase intention for shopping products
This study conclusively tested a fully-fledged conceptual model comprised of brand attachment and brand passion as independent variables and product involvement as a moderating variable to assess the impact on the purchase intention of young consumers in an emerging market
Summary
Interest in consumer-brand relationships has increased, both among academics and among brand managers and researchers (Paul, 2015; Gilal et al, 2019a). A study by Park et al (2010) that examined consumers’ purchase intentions shows a positive relationship between brand attachment and consumers’ actual purchase behavior. These mixed results raised the question of whether a brand attachment is sufficient to achieve actual purchases, and to what extent it is guaranteed to do so. To fill this gap, the present study is designed to explore once and for all whether consumer purchase behavior is influenced by brand attachment
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