The Effect Of Product’ Utilitarian Attributes’ And Hedonic Attributes’ Expectation Disconfirmation On Brand Relationship

Along with the development of brand theory, brand relationship has gradually become aresearch hotspot in this theory, and it had caused the wide attention of scholars, especially thestudies on brand relationship and other related external concepts. Although studies have shown thatcustomer satisfaction has stimulative effect on brand relationship, also studies have shown theexpectancy disconfirmation has positive effect on customer satisfaction, but there hasn’t study onexpectation disconfirmation and brand relationship. There doesn’t have many researches onexpectation disconfirmation theory, the studies on product’s utilitarian and hedonic attributes andthe expectation inconsistent are even less.First this paper reviewed the theoretical research results on utilitarian attributes and hedonicattributes, expectancy disconfirmation, brand relationship and other related at home and abroad.Then based on these theories, this paper construct the model of how utilitarian attributes’andhedonic attributes’expectation disconfirmation influence brand relationship. According to mostscholars’opinion, we divided brand relationship into three dimensions: satisfaction, trust andcommitment, to study how the different direction and size of product attributes’expectationdisconfirmation work on each dimension.Then, based on the domestic and foreign scholars’measurement scales on brand relationship,adjusting the partial description statement as the brand relationship measurement scale in this paper.The scale of product attributes’expectation disconfirmation, drawing lessons from the domestic andforeign scholars’researches on utilitarian attributes and hedonic attributes, products’value and soon, then combination with the expectation disconfirmation theory to design the measurement scalein this paper. After many modifying and testing, eventually forming the scale with both goodreliability and validity, also this is one of the innovations in this paper.Finally, this paper uses SPSS17.0 software to analyze the data and finds: utilitarian attributes’expectation disconfirmation and hedonic attributes’expectation disconfirmation both have asignificant positive effect on satisfaction, trust and commitment, but the coefficients of effect arevaried. Also different product categories, utilitarian attributes’expectation disconfirmation andhedonic attributes’expectation disconfirmation have different influence coefficient on brandrelationship.The theoretical significance of this paper is, although foreign scholars have made a lot ofresearches on customer satisfaction, and many of them used the expectation disconfirmation theory,but the studies on expectation disconfirmation theory are few at domestic. Reviewing the studies on expectation disconfirmation theory at domestic and international, there have a lot of achievements,but these studies are in some specific fields and the specific object range, for a particular product orindustry, which due to the researchers, and therefore it will not be surprised when some of theirconclusions are ambivalent. Brand relationship as the new development stage of brand managementtheory, this paper combine the expectation disconfirmation theory and the brand relationshiptheory to study, hoping to make some contribution to the existing theoretical, also provide a newtrain of thought for the future of research.The practical significance of this study lies in, every time before consumption, consumers willbe more or less with an expected, and in or after the consumption there will be a perception ofperformance in consumers’psychological. While the magnitude and direction of disconfirmationbetween the expectations and perceived performance will lead to different degree of consumersatisfaction and in turn influence brand relationship. Therefore this paper provide a reference andtheory support for enterprises in product positioning and marketing, also make the enterprises tothink about how to maintain its’relationship with consumers according to their own situation.