Capturing Rainbow Men's Hearts: a Mediated Moderation Model of Brand Gay Image, Brand Attachment and Gay Identity

Many brands adapt homoerotic image strategy to pursue success. Using a hierarchical linear model, we propose a mediated moderation model to investigate how the congruity between consumers’ perceived brand gay-likeness and gay identity can affect their purchase intention through the mediation "brand attachment." The findings support all our hypotheses.



Citation:

Hao Wang, Heng-Chiang Huang, and Ming-Huei Hsieh (2015) ,"Capturing Rainbow Men's Hearts: a Mediated Moderation Model of Brand Gay Image, Brand Attachment and Gay Identity", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 273-274.

Authors

Hao Wang, Department of International Business, National Taiwan University, Taiwan
Heng-Chiang Huang, Department of International Business, National Taiwan University, Taiwan
Ming-Huei Hsieh, Department of International Business, National Taiwan University, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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