ScholarWorks@숙명여자대학교

초록

Consumers are attached to certain brands as they are attached to certain people. In fact, consumers may form a positive asset through this attachment. As such positive assets have a positive impact on brand supportive behavior and purchase intention corporate managers should exert effort to increase the positive assets of consumers while putting forth effort to increase their profits. The study revealed that even the consumers who feel economic powerlessness may have positive self-efficacy and life satisfaction when they obtain brand attachment. Here, the study conducted a power recall task on 194 test participants, and measured attachment to power-symbol product, self-efficacy, life satisfaction, brand supportive behavior, and purchase intention. After measuring the variables, the study proved the relationship between these variables through a structural equation model. © 2017 International Information Institute.

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