THE EFFECT OF PRODUCT QUALIA FACTORS ON BRAND IMAGE-USING BRAND LOVE AS THE MEDIATOR

抄録

A product's emotional attributes, including attractiveness, beauty, and creativity, have gradually become the key factors that influence consumers to choose a certain brand. A pleasant feeling often makes people feel joyful and addresses people's inner desires on a sentimental level. The use of the affective value of a product to confirm its market position can enhance its brand image and facilitate the identification of its product advantages. Our study used measuring scales for product qualia factors, brand love, and brand image to perform a structural equation modeling (SEM) analysis. Results show that 1) product qualia factors positively affect brand love; 2) brand love positively affects brand image; 3) product qualia factors positively affect brand image; 4) brand love provides a mediating effect on product qualia factors and product image; and, 5) through the use of brand love, the effect of product qualia factors on brand image is enhanced. Finally, we propose recommendations based on the researchresults to relevant study groups as well as to assist future studies.