BRAND ATTITUDE MEDIATES THE RELATIONSHIP BETWEEN SELF BRAND CONNECTION AND PRODUCT INVOLVEMENT: A CASE OF ADOLESCENT CONSUMERS
Journal: International Education and Research Journal (Vol.3, No. 5)Publication Date: 2017-05-15
Authors : Alka Sharma Deeksha Singh;
Page : 481-484
Keywords : Adolescent; Attitude; Brand; Involvement and Self brand connection;
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Abstract
Purpose – The purpose of this paper is to assess the mediating relationship between self brand connection, brand attitude and involvement among adolescents consumers in India. Design/methodology/approach – A survey of 800 adolescent consumers were conducted and the data was analysed using various statistical tools such as regression, correlation and mediation . Findings – The results of the study suggests that there is a strong relationship between self brand connection , brand attitude and involvement among adolescents in India and it further identify that brand attitude plays a mediating role between self brand connection and product involvement. Originality/value – The paper discusses the relationship between self brand connection, brand attitude and product involvement and that too among the adolescent consumers particularly in developing country like India.
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