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International Journal of Smart Business and Technology

Volume 4, No. 2, 2016, pp 1-6


The Positive Influence of Attachment to Power-symbol Product

    Miyea Kim
    Research Institute of ICT Convergence, Sookmyung Women’s University, Cheongpa-ro 47-gil 100, Yongsan-gu, Seoul 04310, Korea


    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.


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