文章基本信息

标题：IMPACT OF BRAND IMAGE, TRUST AND AFFECT ON CONSUMER BRAND EXTENSION ATTITUDE: THE MEDIATING ROLE OF BRAND LOYALTY
本地全文：下载
作者：Ayesha Anwar ; Amir Gulzar ; Fahid Bin Sohail 等
期刊名称：International Journal of Economics & Management Sciences
电子版ISSN：2162-6359
出版年度：2011
卷号：1
期号：5
语种：English
出版社：OMICS International
摘要：The study is focused to identify the impact of brand image, brand trust and brand affect on brand extension attitude. Further it investigates if brand loyalty mediates the relationship of brand image, trust, and affect to consumer brand extension attitude. The data was collected through 200 female respondents and analyzed through correlation, regression and Sobel test. Results revealed that brand image, trust and affect are positively associated with the brand extension attitude. Further it is found that brand loyalty mediates the relationship of brand image, trust and affects to brand extension attitude.