Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value

Abstract

The current study, incorporating three theoretical approaches of economic utilitarianism, socio-cultural symbolism and emotional/affective marketing, establishes and tests the SAT-BV (Symbolic/Affective/Tradeoff Brand Purchase Value) model. As a result, empirical support is provided to the model, in which repurchase intention of the brand is directly affected by the brand purchase value with the three dimensionalities of symbolic value, affective value and tradeoff value, anteceded by perceived image, emotional experience, perceived quality and price acceptability of the brand. A holistic approach, featuring the synergistic unison of total quality management, integrated marketing communications and multiple brand representation, is recommended by the current study in pursuing comprehensive brand purchase value management that generates the holistic impact to enhance the possibility of repurchase behavior.