Proper

Abstract

When consumers are attached to certain brand, positive assets like self-efficacy and life satisfaction are formed. As these positive assets may have a positive influence on brand supportive behavior, forming such assets is an important task. Therefore, the purpose of the study is to examine how powersymbol products form positive assets like self-efficacy and life satisfaction and the influence of these positive assets on brand supportive behavior when consumer feel the economic powerlessness. The study measured the variables like attachment to power-symbol product, economic powerlessness, selfefficacy, life satisfaction, and brand supportive behavior, and proved the relationship between these variables through structural equation model.