This paper aims to explore the role and influence of product emotion and brand emotion on consumer purchase behavior in the Iranian market and consumption context. As products are almost homogenized, it is assumed that product emotion and brand emotion can elicit emotions in consumer purchase behavior, which results in experiences or a different kind of purchase behavior outcome. Also, this study aims to investigate how consumers emotionally relate to brand and products and how this relation affects their purchase behavior.
This study is a field descriptive, applied research which uses structural equation modeling. Paper-pencil self-report questionnaire was used to gather required data. Pilot tests were conducted on 40 respondents, and the results were used for checking validity and reliability of the questionnaire. In the second phase, 400 questionnaires were subjected to respondents. Exploratory factor analyses were used to investigate the data and the correlation between constructs.
The results were in line with previous research works and fulfilled the goals of current study. The estimation and fit indices meet or even exceed the criteria and the measurement model fits the data well. Using structural equation modeling, correlations were found significant. Brand emotion and product emotion both influence consumer purchase behavior significantly, through four constructs of purchase behavior.
Due to the research approach, data gathering tool and sampling process, the generalizability of this research is limited or may be market or product oriented; the results of this research must be interpreted within its limitation and scope.
This study shows that in the Iranian market and consumption context, product emotion and brand emotion are correlated and directly and indirectly elicit emotions in consumer’s behavior. Also this study helps to understands how Iranian consumers perceive brands and products emotionally and how they evaluate alternatives based on their emotion.
Rahmanian Koshkaki, E. (2014), "The role of product and brand emotion in purchase behavior, a study in Iranian home appliance context", Journal of Asia Business Studies, Vol. 8 No. 3, pp. 233-248. https://doi.org/10.1108/JABS-10-2012-0047Download as .RIS
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