On the Effect of Brand Attitude on Brand Purchasing

Brand attitude always is one of most important factors influencing consumer behavior. This paper would focus on the effect of brand attitude on the brand buying intention. The results show that the brand attitude can moderate the relative importance of purchasing intention determinants. Detailedly, when consumers own positive brand attitude, the purchase attitude is more important; whereas when consumers own negative or ambiguous brand attitude, the subjective norm becomes more important. At last, the implication and limitations of this paper are presented.