Impact of Emotional Attachment and Self-Brand Connection on Repurchase Behavior: The Mediating Role of Attitudinal Loyalty and Behavioral Loyalty

Abstract

This study focuses on Chinese fast food enterprises and employs Partial Least Squares Structural Equation Modeling (PLS-SEM). Building on existing research on repurchase behavior and incorporating the characteristics of Chinese fast food consumption, this study constructs an influence mechanism model of repurchase behavior for Chinese fast food consumers. Emotional attachment and self-brand connection are employed as independent variables, while attitudinal loyalty and behavioral loyalty serve as mediating variables. An empirical analysis was conducted on 300 consumers from first-tier and new first-tier cities in China. The results show that the emotional attachment and self-brand connection have a significant positive influence on the repurchase behavior of Chinese fast food. Further analysis shows that emotional attachment and self-brand connection can have a positive impact on the repurchase behavior of Chinese fast food through the intermediary effect of attitudinal loyalty and behavioral loyalty. The research results can provide theoretical support and measure basis for the implementer of Chinese fast food enterprises.