Abstract:

Consumption emotions play an important role in consumer post-purchase behavior. Former Research mainly aimed at the relationships between consumption emotions, which are elicited by product attribute and retail environment, and post-purchase behavior. Based on the literature review, the paper sort the consumption experiences and put forward hypothesis to depict the relationships between consumption emotions, which are elicited by marketing communication behavior, and brand trust, brand affect and brand loyalty. The results of quantitative research (questionnaire) indicate that these consumption emotions have directly influence on brand trust and brand affect, and have indirectly influence on brand loyalty mediated by brand trust and brand affect, moreover, these influence changes with consumption experiences. Finally the authors discuss the managerial implications of these results and give a prospect on the further study in this field.

Key words: consumption emotions, marketing communication, brand trust, brand affect, brand loyalty