Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2017.1421993
The influence of emotional confidence on brand attitude: using brand belief as mediating variable
Wajid H. Rizvi
; Marketing Department, Department of Business Administration, Institute of Business Administration, Karachi, Pakistan
Emrah Oney
; Faculty of Business Administration and Economics, Department of Business Administration, Eastern Mediterranean University, Famagusta, Cyprus
Sažetak
The direct influence of emotional responses on thinking is firmly
established in the literature. The assumption that emotion has
primacy over cognition challenges conventional wisdom that both
attitude and confidence are primarily cognitive in nature. In order to
examine this particular assumption, an alternative conceptualisation
has been introduced, called ‘emotional confidence’ (EC). This study is
the first attempt to measure EC as a separate construct and to test
whether EC can be a determinant of brand attitude (BA) and this
relationship can be mediated by brand beliefs. The data was collected
from Swansea University Students in context of car buying (N = 197)
and analysed through Structural Equation Modelling (SEM). The
results indicated that EC can be primary determinant of BA and the
relationship between the two is mediated by brand beliefs. Theoretical
and managerial implications of the findings are discussed in the light
of the study’s limitations and areas for further research indicated.
Ključne riječi
Emotional confidence (EC); brand attitude (BA); brand beliefs; emotions; cognition
Hrčak ID:
200660
URI
Datum izdavanja:
3.12.2018.
Posjeta: 1.638 *