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YOURBRANDHERE. YOURBRANDHERE
Master thesis report Communication StudiesAnnemiek ter Avest
theAPPLICABILITY
of theTHEORY OF PLANNED BEHAVIOR
onBRAND LOVE & BRAND FORGIVENESS
–
Behavioral
Intention
Subjective norms about the behavior Behavior
Attitude towards the behavior
Perceived behavioral control
H1H1H1H1: Brand love positively influences brand forgiveness.
It
HHHH2222: There is a positive causal relationship between attitude and brand love.
HHHH3333: There is a positive causal relationship between subjective norms and brand love.
HHHH4a4a4a4a: There is a positive causal relationship between the propensity to anthropomorphize
and brand love.
HHHH4b4b4b4b: There is a positive causal relationship between the affordability of the brand and
brand love.
H5aH5aH5aH5a: Attitude plays a higher role for high involved respondents towards brand love
H5bH5bH5bH5b: Subjective norms play a smaller role for high involved respondents towards brand
love
H5cH5cH5cH5c: Propensity to anthropomorphize plays a smaller role for high involved respondents
towards brand love
H5dH5dH5dH5d: Affordability of the brand plays a smaller role for high involved respondents towards
brand love
Brand
Love
Perceived behavioral control
Subjective norms about the brand love Brand
Forgiveness
Attitude towards the brand love
Involvement
Propensity to anthropomorphize
Affordability of the brand
H2
H1 H3
H4a
H4b
H5a
H5b
H5c
H5d
M
Brand
Love
Perceived behavioral control
Subjective norms about the brand love Brand
Forgiveness
Attitude towards the brand love
Involvement
Propensity to anthropomorphize
Affordability of the brand
Brand
Love
Perceived behavioral control
Subjective norms about the brand love Brand
Forgiveness
Attitude towards the brand love
Propensity to anthropomorphize
Affordability of the brand
.32**
.34** .25**
.25**
-.09
)
31(1), 87-101
(
and
,
.