Özet:

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.

Anahtar Kelimeler: