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YOUR BRAND HERE. YOUR BRAND HERE Master thesis report Communication Studies Annemiek ter Avest the APPLICABILITY of the THEORY OF PLANNED BEHAVIOR on BRAND LOVE & BRAND FORGIVENESS

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YOURBRANDHERE. YOURBRANDHERE

Master thesis report Communication StudiesAnnemiek ter Avest

theAPPLICABILITY

of theTHEORY OF PLANNED BEHAVIOR

onBRAND LOVE & BRAND FORGIVENESS

–

Behavioral

Intention

Subjective norms about the behavior Behavior

Attitude towards the behavior

Perceived behavioral control

H1H1H1H1: Brand love positively influences brand forgiveness.

It

HHHH2222: There is a positive causal relationship between attitude and brand love.

HHHH3333: There is a positive causal relationship between subjective norms and brand love.

HHHH4a4a4a4a: There is a positive causal relationship between the propensity to anthropomorphize

and brand love.

HHHH4b4b4b4b: There is a positive causal relationship between the affordability of the brand and

brand love.

H5aH5aH5aH5a: Attitude plays a higher role for high involved respondents towards brand love

H5bH5bH5bH5b: Subjective norms play a smaller role for high involved respondents towards brand

love

H5cH5cH5cH5c: Propensity to anthropomorphize plays a smaller role for high involved respondents

towards brand love

H5dH5dH5dH5d: Affordability of the brand plays a smaller role for high involved respondents towards

brand love

Brand

Love

Perceived behavioral control

Subjective norms about the brand love Brand

Forgiveness

Attitude towards the brand love

Involvement

Propensity to anthropomorphize

Affordability of the brand

H2

H1 H3

H4a

H4b

H5a

H5b

H5c

H5d

M

Brand

Love

Perceived behavioral control

Subjective norms about the brand love Brand

Forgiveness

Attitude towards the brand love

Involvement

Propensity to anthropomorphize

Affordability of the brand

Brand

Love

Perceived behavioral control

Subjective norms about the brand love Brand

Forgiveness

Attitude towards the brand love

Propensity to anthropomorphize

Affordability of the brand

.32**

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