Universiti Teknologi Malaysia Institutional Repository

Integrated model of brand image, brand attachment and behavioral intentions: review and concept

Keong, L. K. and Baharun, R. (2017) Integrated model of brand image, brand attachment and behavioral intentions: review and concept. International Journal of Applied Business and Economic Research, 15 (21). pp. 277-285. ISSN 0972-7302

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Abstract

This paper aims to provide an integrated conceptual model describing the relationships between perceived product attributes, brand personality and brand attachment variables on behavioral intentions. Consumers may evaluate the product brand in terms of their image. Therefore, brand image is an important strategy to attach consumers with the brand so as to build a long lasting brand attachment relationships and favorable purchase behavioral intentions. This study reviewed various classical to contemporary published papers, and based on the theories, criticism and recommendation by these studies, an integrated conceptual model is proposed. The conceptual model provides new insights by incorporating extrinsic values of brand image as moderator influencing consumer behavioral intentions. In addition, brand attachment is affiliated to mediate the relationships between brand image and behavioral intentions. Antecedent of behavioral intentions for instant perceived product attributes (intrinsic and extrinsic values) of brand image, brand personality and brand attachment would be discovered further when future empirical study is conducted to validate the construct.

Item Type:Article
Uncontrolled Keywords:behavioral intentions, product brand
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:76322
Deposited By: Widya Wahid
Deposited On:30 Jun 2018 06:01
Last Modified:30 Jun 2018 06:01

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