브랜드 경험이 재구매 의도에 미치는 영향: 브랜드 애착과 브랜드 사랑의 매개역할

High levels Brand-related emotions have a compelling and strong effect on individuals behaviours. They are elicited in consumers during the decision-making process through brand-related stimuli. Consumer emotions toward brands, such as attachment and love, are seen as pivotal to longer-term consumer-brand relationships. Some marketing research advances the potential for brand attachment(BA) and brand love(BL) to generate positive consumer emotions towards a brand, such as repurchase intention(RI). Accordingly, this study aim to empirically (1) examine the direct effect of brand experience(BE) on consumers’ RI and (2) investigate the potential independent and serial mediation effects of BA and BL on the BE-RI relationship. Data were gathered using self-report questionnaire from a convenience sample of 373 Smartphone or coffee shop users among graduate students from universities located in Seoul metropolitan area, Korea. The partial least squares structural equation modeling(PLS-SEM) with the bootstrapping technique was utilized to test the study hypotheses. The findings of this study reveal a significant positive effect of BE on RI. Additionally, drawing on the cognition-affect-behavior(C-A-B) model, the two main contributions of this study are: (1) BA and BL independently and serially have a significant partial mediating effect on the BE-RI relationship among Smartphone or coffee shop users, and (2) BL has a greater impact on the BE-RI relationship as an intervening variable than the two other mediators (BA, as well as BA and BL serially).