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The Effects of Perceived Consumption Value on Brand Identification, Emotional Commitment and Behavioral Commitment
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The Effects of Perceived Consumption Value on Brand Identification, Emotional Commitment and Behavioral Commitment
Yoon, Sung-Wook; Seo, Mi-Ok; Yoon, Dong-Il;
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The purpose of this study is to identify consumers' perceived consumption values and to examine the causal relationship between perceived consumption values, brand identification, emotional Absorption and behavioral commitment. Undergraduate students(N=210) were participated in the survey and the structural equation modeling was utilized for data analysis. The results of this study show that; first, psychological value and personality value have positive effects on brand identification but there was no significant relationship between functional value and brand identification; second, brand identification have positive effects on emotional commitment and behavioral commitment; third, the relationship between emotional commitment and behavioral commitment was not significant; fourth, the effect of psychological value on brand identification was higher than the effect of personality value on brand identification. Based on these results, several recommendations for company are discussed and future research directions are outlined.
Brand;Consumption Value;Brand Identification;Emotional Commitment;Behavioral Commitment;
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