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.
