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

Xi Chen and Zefan Wu
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Xi Chen: Business School, China University of Political Science and Law, 25 Xitucheng Lu, Haidian District, Beijing, China
Zefan Wu: Business School, China University of Political Science and Law, 25 Xitucheng Lu, Haidian District, Beijing, China

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 5, 88-110

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. Key Words:Brand memory, hot mass consumption product, brand knowledge, intention for continuous purchase

Date: 2022
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