An Interaction Effect of Consumption Values on Brand Commitment

Abstract

The purpose of this study was to show an interaction effect between the dimensions of consumption values on brand commitment. Previous studies have examined the relationship between each dimension of consumption values and purchasing attitude and behavior, but did not consider an interaction effect between each dimension. Therefore, this study examined the relationship between brand commitment and consumption values for running shoes, considering the interaction of functional value, emotional value, and social value in consumption values. The result of this study shows that there is an interaction effect of each value on brand commitment.

Keywords

• functional value
• emotional value
• social value
• interaction effect