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| Tekijä: | Tsai, S-p. |
| Otsikko: | Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value |
| Lehti: | International Journal of Research in Marketing
2005 : SEP, VOL. 22:3, p. 277-291 |
| Asiasana: | marketing emotions brands purchasing models |
| Kieli: | eng |
| Tiivistelmä: | This paper establishes and tests the SAT-BV (Symbolic/Affective/Tradeoff Brand Purchase Value) model incorporating three theoretical approaches of economic utilitarianism, socio-cultural symbolism and emotional/affective marketing. As a result, provided is empirical support to the model. In the model, a brand's repurchase intention is directly affected by the brand purchase value with the three dimensionalities of symbolic value (here as: vl.), affective vl. and trade-off vl., anteceded by perceived (as: prcd.) image, emotional experience, prcd. quality and the brand's price acceptability. |
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