The Influence of Emotional Value of Sanrio Co-Branded Products on College Students’ Repurchase Intention
DOI:
https://doi.org/10.6981/FEM.202610_7(10).0024Keywords:
Sanrio; Emotional Value; Consumer Behavior; Co-branding; Repurchase Intention.Abstract
The present paper explores the value of emotional value as a predictor of the willingness to buy Sanrio co-branded merchandise by college students. The research design used quantitative research because it was aimed at showing the connection between emotional value (happiness, comfort, attachment to the character, and self-expression) and purchase intention. The findings reveal that there is a positive relationship between emotional value and repurchase intention and between co-branding value and repurchase intention. The observations indicate that emotional value is one of the most important determinants of repeat purchasing behavior.
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