This study compares
the impact of brand emotion and brand trust on consumers’ purchase intention. A
structural equation model is used to investigate which of the seven core
components of brand emotion: self-brand integration, passion-driven behaviors,
positive emotional connection, long-term relationship, positive overall
attitude valence, attitude certainty and confidence, and anticipated separation
distress, has a more significant influence on consumers’ brand emotion.
Furthermore, this study examines the differential impact of brand emotion and
high quality on loyalty across various products and brands. The findings
indicate that consumers attach greater importance to brand emotion irrespective
of the product or brand, and positive emotional connection is the most crucial
component of brand emotion. Regardless of the product category, the stronger
the emotional connection with a brand, the more likely consumers will purchase
it.
