Study on recipients’ brand attitudes considering the effect of Japan-visit experience

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Abstract

This study determines the impact of recipients' Japan-visit experience on the hierarchy of effects for Japanese confectionery brands. Many Chinese tourists purchase confectioneries as travel souvenirs for gift giving. This study focuses on recipients’ brand attitudes regarding the received travel souvenir. Attitudes comprise of three components: cognitive, affective, and conative. The hierarchy of effects concept is developed to explain the relative impact of the three components. The study focuses on the learning hierarchy process, low involvement hierarchy process, and dissonance-attribution hierarchy process, develops three sequential models to clarify brand character related to the attitudes, and tests ten brands. The results show that the regional souvenir brands are associated with the dissonance-attribution hierarchy process, and affected by the recipients’ Japan-visit Experience, with their visiting frequency making a positive impact.

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