Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness
Abstract
Purpose
The purpose of this paper is to study the influence of the trilogy of emotion – cognition, affection, and conation – on future purchase intentions in consumers of products of high involvement.
Design/methodology/approach
The author employed two studies on two different products to test the influence of emotion on future purchase intentions in study one and to replicate the results of study one in study two, using structural equation modeling. In study two, brand awareness is regarded as a mediator.
Findings
The results indicate that cognition can influence future purchase intentions, and that affection meaningfully influences future purchase intentions. Additionally, the researcher found that the impact of affection on future purchase intention is stronger than that of cognition on future purchase intentions. Moreover, brand awareness meaningfully influenced cognition, affection, and conation directly, and future purchase intentions indirectly.
Practical implications
Encouraging conditions in which consumers have good thoughts and feelings about a prior purchase can bolster future purchase intentions, empowering the potent in future purchase for the brand involved.
Originality/value
This research validates the impact of emotion – more specifically cognition and affection – on future purchase intentions under mediating role of brand awareness, in a country with growing markets. Hence, it adds to the literature of post-purchase important findings.
Keywords
Acknowledgements
The researcher would like to thank Dr Hashem Aghazadeh and the anonymous reviewers of the journal for their valuable insights and comments on the manuscript.
Citation
Shahin Sharifi, S. (2014), "Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness", European Business Review, Vol. 26 No. 1, pp. 43-63. https://doi.org/10.1108/EBR-12-2012-0072
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited