The impact of brand memory of hot mass consumption products on consumer continuous purchase intention

Authors

DOI:

https://doi.org/10.20525/ijrbs.v11i5.1885

Keywords:

brand memory, hot mass consumption product, brand knowledge, intention for continuous purchase

Abstract

This study conducts an empirical analysis of the relationship between brand memory of hot mass consumption products and consumers’ intention for continuous purchase using a quantitative structural equation model. 443 surveys are collected to test the model. It is found that all dimensions of the brand memory of hot mass consumption products have a positive impact on consumers’ intention for continuous purchase. In addition, this study reveals that consumers’ brand knowledge of the hot mass consumption product plays a mediating role in the impact of brand memory of the hot product on consumers’ intention for continuous purchase. Research findings will contribute to the understanding of the antecedents of hot mass product popularity and the mediating role of brand knowledge both theoretically and practically.

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Published

2022-06-29

How to Cite

Chen, X., & Liu, Z. (2022). The impact of brand memory of hot mass consumption products on consumer continuous purchase intention. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 88–110. https://doi.org/10.20525/ijrbs.v11i5.1885

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Section

Strategic Approach to Business Ecosystem and Organizational Development