“INVESTIGATING THE IMPACT OF EMOTIONAL BRAND ATTACHMENT, ALTERNATIVE ATTRACTIVENESS, CUSTOMER EXPECTATION OF PRODUCTS AND TRUST ON COGNITIVE DISSONANCE THAT EFFECTS CUSTOMER REPURCHASE INTENTION

Abstract

Purpose This research was conducted to examine the impact ofemotional brand attachment, alternative attractiveness, trust on the brand, expectations from the brand and post purchase dissonance on repurchase intention ofconsumers buying home appliance brand. Methodology & Design The method ofanalysis is quantitative and in essence it is deductive. The researcher conducted online survey to collect data from 352 respondents selected through convenience sampling technique. The data was collected using questionnaire designed on five-point likert scale. The results were analyzed using structural equation modeling technique. Findings The findings indicated that expectations of the brand significantly impact the post purchase dissonance of the customers and their repurchase intention, when customers have high expectations with the brand and the brand meet their expectations the customers feel highly satisfied and the feeling of cognitive dissonance disappeared. Other variables such as; emotional brand attachment, trust and alternative attractiveness does not significantly impact repurchase intention ofcustomers. Limitations The population that is investigated in this research i.e. purchasers of home appliances, is quite big however, the sample size investigated in this study is very small thus, the sample is not representative ofthe entire population being studied. Limited sample is chosen because oftime limitation to complete this study. Recommendations It is recommended that managers should work on building their brand image and reputation in the market through effective media channels and word of mouth to convey their value proposition effectively to its potential customers. Also, for home appliances business after sales service is also very important as it leads to higher expectation from the brand. Furthermore, personalized marketing and providing innovative solution to customer products can have positive impact on customer’s mind.