Use of lisrel in validating marketing constructs Chat kampung adult

Yong-Uon Ha and Youjae Yi, Duluth, MN : Association for Consumer Research, Pages: 111-117.

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INTRODUCTION The effect of the consumer-brand fit on product evaluations has been an important research issue in marketing, and it has been dealt with under the rubric of self-congruity effect (Kleine, Kleine, and Kernan 1993; see Sirgy 1982 for a review).

However, it is not yet clear how the congruity between consumer self-concept and brand image influences product evaluations.

Brand Attachment Process Through the Emotion of Love.

Consumer attachment toward a brand is a strong affective concept (Fournier 1998).

Brand personality is defined as a set of human characteristics associated with a brand (Aaker 1997).

In other words, a brand is considered as an active relationship partner rather than a passive exchange object, and is endowed with human characteristics (Fournier 1998).

We focus especially on such constructs as emotion, which consumers experience as a result of self-congruity and brand commitment, a fundamental determinant of long-term relationships (Gundlach, Achrol, and Mentzer 1995).

Also examined in our study are the roles of brand attachment and self-esteem.

Consumers tend to like, prefer and ultimately maintain a long-term relationship with a brand which has an image consistent with themselves (Aaker 1999; Fournier 1998; Keller 2003).

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