emotion and its interaction with product involvement levels in shaping brand attitude by mainak bag

8/14/2019 Emotion and Its Interaction With Product Involvement Levels in Shaping Brand Attitude by Mainak Bag

1/17

_KAFPA EGYA

FKK YCA ABMGKIAEI KAYYA]P DE ]AI DEID@FYA DENG]BFYDGE XCD@C DP EGY_]G^DIAI DE YCDP ^A]PDGE GN YCA ]A_G]Y%

E_N DP EGE _]GIQ@Y NF@YG] G] ABGYDGEFK FPPG@DFYDGE

_N DP _]GIQ@Y NF@YG]

BFDEFL MFH


2/17

FMPY]F@Y

Ycdp pyqit fyyabyp yg ndei yca }akfydgepcd gn m}fei fyydyqia fei cgx dy dp `gb}dpai xdyc deqypn}gb `gepqba} a}àydgep fmgqy }giq`yp fyy}dmqyap fei ege }giq`y fyy}dmqyap+ xcd`c f}a

kf}hakt f naky }apgepa gn abgydgefk f`legxkaiha gn f m}fei% De appaeà dy dp aal deyg yca bfldehgn m}fei fyydyqia yc}gqhc f yxg xft deya}f`ydge gn }giq`y fyy}dmqyap fei a}àd~ai abgydgefkmaeandyp%

=


3/17

DEY]GIQ@YDGE

Yca lat yg bf}laydeh+ fkxftp+ cfp maae qeia}pyfeideh yca `gepqba}p% F h}afya} }afkdzfydge dp ycapdbka gea gn }a`ghedzdeh yca `gepqba} fp f cqbfe madeh% Ycdp }a`ghedydge `fe kafi fp fkk ycaxft yg qeia}pyfeideh yca `qpygba} n}gb f cgkdpyd` a}pa`yd~a%F cqbfe madeh dp appaeydfkkt f ycdeldeh naakdeh madeh% Yca Pyfeng}i Ae`t kgaidf gn_cdkgpgct pyfyap: Eg fpa`y gn gq} baeyfk kdna dp bg}a dbg}yfey yg yca vqfkdyt fei bafedeh gngq} asdpydeh ycfe abgydge%Dbg}yfey pyqidap cf~a maae igea de bf}laydeh fei pt`cgkght fnnd}bdeh ycdp%M}fei fyydyqia cfp maae iap`}dmai mt Lakka} fp yca g~a}fkk a~fkqfydge gn yca m}fei de ya}bp gn dypvqfkdyt fei yca pfydpnf`ydge dy haea}fyap% ]d`cf}i Akkdgy fei Kf}}t _a}`t cf~a pfdi _agka xcgycdel fmgqy m}feipgnyae yfkl de ya}bp gn ycdehp kdla ~fkqa+ a}àd~ai vqfkdyt fei dbfha% Xcfy

fkk ycdp `gbap igxe yg dp f m}fei fyydyqia+ yca fppg`dfydge de babg}t kdelai yg yca m}fei%

M}fei fxf}aeapp M}fei pfkdaeà M}fei fyydyqia M}fei avqdyt

Kaf}edeh Fppg`dfydgep mqdki _}ana}aeà

Fyydyqia dp `gepdia}ai asfbka gn fnna`y mt pgba #Mfhgzzd$% @gcae fei F}aed+ 6446 iap`}dmaifnna`y fp ~fkaeài naakdeh pyfyap% Yca}a f}a gyca}p xcg gdea ycfy abgydgep f}a a~fkqfyd~ajqihbaeyp g} de gyca} xg}ip `ghedyd~a f}fdpfkp #Afhkt fei @cfdlae+ 6440$% Bf}yde Ndpcmade feiDàl Fhazae #6481$ cf~a f}hqfmkt }ahf}iai fnna`y fp dpgbg}cd` xdyc a~fkqfydge dypakn #Afhktfei @cfdlae+ 6440$%

Mqy yca}a f}a pyqidap ycfy cf~a xg}lai ge f}hqdeh ycfy fyydyqia dp f nqe`ydge gn yxg idnna}aey feicdhckt `g}}akfyai `gbgeaeyp: Fnna`y fei `ghedydge #Mfhgzzd . Mq}el}fey 6448+ Mfy}f fei Fcygk644?$% Mqy dy dp fkpg egyai ycfy yca ya}bp fyydyqia+ abgydge+ fnna`y+ bggi cf~a maae qpaide`gepdpyaeykt de bf}laydeh kdya}fyq}a #Mfhgzzd$% Makgx dp iap`}dmai yca }akfydgepcd mayxaaefnna`y+ abgydgep bggi fei fyydyqia%

Fyydyqia #Mfhgzzd . Mq}l}fey+ Mfy}f . Fcygk$

Fnna`yd~a @ghedyd~a#Fnna`y$ #^fkaeài naakdeh pyfya #A~fkqfyd~a jqihbaeyp g} f

" @gcae . F}aed$ F}fdpfkp Afhkt . @cfdlae 40$

Abgydge Bggi#Deyaepa+ f``gbfedai mt ctpd`fk #Kgeha} kfpydeh+ idnnqpai+ ege"f`ydge

as}appdge+ f`ydge g}daeyai+ f baeyfk pyfya g}daeyai N}djif 6440$gn }afideapp #Mfhgzzd+ Hgdefyc+ Dta}$

0


4/17


5/17

_}gja`yd~a ya`cedvqap fei kfiia}deh ya`cedvqap xa}a qpai yg ndei gqy yca }aka~fey ~f}dfmkap gn m}fei fyydyqia n}gb yae pqmja`yp% Yca bgpy g``q}}deh ~f}dfmkap xa}a qpai yg n}fbdeh ycavqapydgeefd}a%

Yca }apqkyfey ~f}dfmkap xa}a qpai yg ndei yca m}fei fyydyqia p`g}ap ng} af`c gn yca yc}aa m}feip+qpdeh f pkdhcykt bgidndai Asa`yfe`t ^fkqa Bgiak ia~akgai mt Bf}yde Ndpcmade fei Dàl

Fjzae%Yca ng}bqkf qpai dp Fd 2 Xd Dd " mdXcae Fd 2 Fyydyqia ge ~f}dfmka d

Xd 2 Dbg}yfeà g} xadhcy gn ~f}dfmka d%D 2 Diafk a}ng}bfeà ge ~f}dfmka d%

md 2 F`yqfk a}ng}bfeà ge ~f}dfmka d]apgeiaeyp xa}a fplai diafk ka~ak gn a}ng}bfeà ge af`c ~f}dfmka

Xd 2 |Bafe gn D ng} ~f}dfmka d' Bafe gn Dr *6??+ xca}a D 2 Diafk a}ng}bfeà

Yca ~f}dfmkap xa}a }aiqài yg yxg nf`yg}p mt nf`yg} fefktpdp%

F yxg idbaepdgefk m}fei y}qpy p`fka+ ia~akgai fei ~fkdifyai mt Akkaef Iakhfig" Mfkkapya}+Jgpa Kqdp Bqeqa}f Fkabfe fei Bf}df Japqp Tfhqa"Hqdkkae #qmkdpcai de Deya}efydgefk

Jgq}efk gn Bf}laydeh ]apaf}`c+ =??0+ ^gk% 91 Vqf}ya}6$ xfp qpai yg ndei yca }akdfmdkdyt y}qpy+deyaeydge y}qpy fei gbgpdya y}qpy%

Yca iandedydge gn m}fei y}qpy fp }ggpai mt Mfkkapya}+ Fkabfe fei Hqdkkae }anka`yp yxg idpyde`y`gbgeaeyp: #6$ m}fei }akdfmdkdyt+ fei #=$ m}fei deyaeydgep% M}fei }akdfmdkdyt cfp f `gbayaeà gnya`ced`fk efyq}a de gyca} xg}ip+ dy `geà}ep yca a}àydge ycfy yca m}fei nqkndkp g} pfydpndap yca`gepqba}(p eaaip% M}fei deyaeydge iap`}dmap yca `gepqba}(p makdan ycfy yca m}fei(p macf~dgq} dphqdiai g} bgyd~fyai mt nf~gq}fmka fei gpdyd~a deyaeydgep ygxf}ip yca `gepqba}(p xaknf}a feideya}apyp%

Ycae f Y}qpy: De~gk~abaey }fydg xfp `fk`qkfyai ng} af`c }apgeiaey% Ycdp }fydg `fe pcgx yca y}qpya} qedy gn a}àd~ai }dpl fp a}àd~ai }dpl dp }a}apaeyai mt }giq`y de~gk~abaey ka~ak% Yca Y'D}fydg xdkk pcgx qp cgx bq`c gpdyd~a abgydgefk fppg`dfydge \}a}apaeyai mt y}qpyR yca m}fei devqapydge cfp maae fmka yg haea}fya ng} yca a}àd~ai }dpl dy `f}}dap% Ycdp `geày dp pqg}yai mtyca ngkkgxdeh pyfyabaey: y}qpy dp }avqd}ai de pdyqfydgep gn cdhc a}àd~ai }dplp #Akkdgy fei _a}`t+_ 0?$

Y'D 2 Y}qpy P`g}a ' De~gk~abaey Ka~ak

Yca p`g}ap xa}a `fyahg}dzai fp makgx:? yg 6%0= Kgx Y'D%

6%0= yg 0 """ baidqb Y'D%52 0 cdhc Y'D%

* @gepqba} de~gk~abaey `gbap n}gb yc}aa pgq}àp: d$ @gepqba}+ dd$ _}giq`y

fei ddd$ Pdyqfydge% _}giq`y pgq}à gn de~gk~abaey xfp `cgpae ma`fqpa nd}pykt `gepqba}

}gndkdeh xgqki cf~a maae fe akfmg}fya }gàpp xcd`c bft egy cf~a maae bay xdyc kdbdyai

ydba+ bgeat fei f`àpp+ pa`geikt+ yg ndei yca }dhcy `gepqba} fy ycad} q}`cfpdeh ydba dp+ de

bg}a ycfe gea xft+ idnnd`qky+ kaehyct fei+ ng} yca q}gpa gn pyqit+ db}f`yd`fk%

1


6/17

Fkk yca }giq`y nafyq}ap xa}a fefktzai yg ndei gqy ycad} _}de`dfk @gbgeaeyp% Yca _}de`dfk@gbgeaeyp `gqki ma afpdkt `fyahg}dzai deyg _}giq`y fei Pa}~dà Annd dae`t ]akfyai@gbgeaeyp fei Ege _}giq`y fei Pa}~dà Annd`dae`t ]akfyai @gbgeaeyp+ caeàng}yc }ana}}aiyg fp _N fei E_N }apa`yd~akt%

Qed~f}dfya fefktpdp gn `g~f}dfeà #FE@G^F$ xfp igea nd}py xdyc deya}f`ydge mayxaae

de~gk~abaey ka~akp* E_N . de~gk~abaey ka~akp* _N fei ycae xdyc deya}f`ydgep mayxaae Y'D* _Nfei Y'D *E_N%Yca iaaeiaey ~f}dfmka xfp fyydyqia p`g}ap+ `fyahg}t nf`yg}p xa}a de~gk~abaey ka~akp fei Y'Dp`g}ap fei `g~f}dfyap xa}a E_N fei _N%

Yg qeia}pyfei yca iah}aa fei yca id}a`ydge gn yca denkqaeà gn _N fei E_N ge M}fei Fyydyqia}ah}appdge fefktpdp xfp asa`qyai%

Yca id}a`ydge gn yca denkqaeà gn _N fei E_N ge M}fei Fyydyqia ngqei mt yca }ah}appdge fefktpdpdp fhfde pqmpyfeydfyai mt @cfg Yapy%

]APQKYP:

@fimq}t Bafe Fyydyqia: 99%?1+ Y}qpy p`g}a #}akdfmdkdyt$: 9%6=+Y}qpy p`g}a #Deyaeydge$: 0%0= Y}qpy p`g}a #fkk$: 0%90

Fsa Bafe Fyydyqia: 4?%89+ Y}qpy p`g}a #}akdfmdkdyt$: 0%93+Y}qpy p`g}a #Deyaeydge$: 0%60 Y}qpy p`g}a #fkk$: 0%0?

@gbfv Bafe Fyydyqia: 3>%=0+ Y}qpy p`g}a #}akdfmdkdyt$: 0%>6+Y}qpy p`g}a #Deyaeydge$: 0%08 Y}qpy p`g}a #fkk$: 0%94

Iap`}dyd~a Pyfydpyd`p #@GB_FV$

BafePyi%Ia~dfydge E

FYYDYQIA GNAF@C_A]PGE

3>%=063 1=%8>69> 0=

Iap`}dyd~a Pyfydpyd`p #@FIMQ]T$

BafePyi%Ia~dfydge E


99%?11? 06%30>61 09

>


7/17

Iap`}dyd~a Pyfydpyd`p #FSA$

BafePyi%Ia~dfydge E


4?%8031 14%1=?88 09

NF@YG] FEFKTPDP:

@FIMQ]T Ygyfk ^f}dfeà Askfdeai

@gbgeaey

Dedydfk Adhae~fkqapAsy}f`ydge Pqbp gnPvqf}ai Kgfidehp

]gyfydge Pqbp gn Pvqf}ai Kgfidehp

Ygyfk

! gn^f}dfeà

@qbqkfyd~a! Ygyfk

! gn^f}dfeà

@qbqkfyd~a! Ygyfk

! gn^f}dfeà

@qbqkfyd~a!

6 1%?46 9>%=3> 9>%=3> 1%?46 9>%=3> 9>%=3> 0%601 =3%948 =3%948= 6%64? 6?%3=6 18%6?3 6%64? 6?%3=6 18%6?3 =%168 ==%331 16%03=0 6%?48 4%486 >8%?84 6%?48 4%486 >8%?84 6%8=8 61%>48 >8%?849 %460 3%=4> 81%0891 %3?8 8%000 3=%8?8> %>=0 1%>>= 33%0>48 %93> 9%9== 4=%84=3 %0=1 =%411 41%8984 %=04 =%6>4 48%46>6? %6=1 6%69? 44%?1>66 %6?9 %499 6??%???

Asy}f`ydge Baycgi: _}de`dfk @gbgeaey Fefktpdp%

]gyfyai @gbgeaey Bfy}ds #f$

@gbgeaey_N E_N 0

BDLT %8??YFPYT %336PBGGYC %164

PXAAY %39>KGÂ %>9>@AKAM %>88N]EIP %>>8LDIP %8>?TGQEH %>>8_FB_ %306@GK] %>18

8

Asy}f ydge Baycgi: _}de`dfk@gbgeaey Fefktpdp% ]gyfydgeBaycgi: ^f}dbfs xdyc Lfdpa}

Eg}bfkdzfydge%f ]gyfydge `ge~a}hai de >dya}fydgep%


8/17

LBG fei Mf}ykayy(p Yapy

Lfdpa}"Bata}"Gklde Bafpq}a gn PfbkdehFiavqf`t% %803

Mf}ykayy(p Yapy gn

Pca}d`dyt

F}gs% @cd"Pvqf}a 631%0>9

in 11Pdh% %???]akdfmdkdyt @gannd`daeyp 1 dyabp NG] NF@YG] _N #GEA$

Fkcf 2 %3383 Pyfeif}idzai dyab fkcf 2 %34?6

]akdfmdkdyt @gannd`daeyp 0 dyabp NG] NF@YG] E_N #YXG$

Fkcf 2 %>4 Pyfeif}idzai dyab fkcf 2 %>4=6]akdfmdkdyt @gannd`daeyp = dyabp NG] NF@YG] 0 #YC]AA$

Fkcf 2 %0>>= Pyfeif}idzai dyab fkcf 2 % 088=

FSA

]gyfyai @gbgeaey Bfy}ds #f$

@gbgeaey_N E_N

^F] %3?8PLDE %893PYTK %880TGQEH %369PAS %860

AKDY %3>3SNF@ %883BTPY]AT %>?1

Y]EI %141NFPCDGE %39>

NQE %3?3Asy}f`ydge Baycgi: _}de`dfk @gbgeaey Fefktpdp% ]gyfydge Baycgi: ^f}dbfs xdyc Lfdpa}Eg}bfkdzfydge%f ]gyfydge `ge~a}hai de 0 dya}fydgep%

@g}}akfydgep

3


9/17

^F]PLDE

PYTK

TGQEH PAS AKDY

SNF@

BTPY]AT

Y]EI

NFPCDGE NQE

^F] 6%??? %>=4 %>80 %19? %=4= %=69 %181 %099 %9?9 %>10 %=0>

PLDE %>=4

6%??? %1>? %>?? %968 %=3? %138 %063 %130 %>>> %084

Pdh%#6"yfdkai$

FYGNAF@C %?0? %?=3 %??? %??6 %??= %??? %??? %??= %?96 %?64 %?=0

^F] % %??? %??? %??? %?98 %66= %??? %?=0 %??4 %??? %?4?PLDE %??? % %??? %??? %??8 %?19 %??? %?00 %??? %??? %?60

Ygyfk ^f}dfeà Askfdeai

@gbgeaey

Dedydfk Adhae~fkqapAsy}f`ydge Pqbp gn Pvqf}aiKgfidehp

]gyfydge Pqbp gn Pvqf}aiKgfidehp

Ygyfk

! gn^f}dfeà

@qbqkfyd~a ! Ygyfk

! gn^f}dfeà

@qbqkfyd~a ! Ygyfk

! gn^f}dfeà

@qbqkfyd~a !

6 1%486 19%=3= 19%=3= 1%486 19%=3= 19%=3= 9%800 90%?06 90%?06= 6%014 6=%01> >>%>03 6%014 6=%01> >>%>03 =%148 =0%>?8 >>%>030 %493 3%>=? 81%=139 %136 1%=84 3?%1081 %943 9%1=0 31%?>?> %90? 0%4?1 33%4>>8 %0>6 0%=84 4=%=913 %=8= =%980 49%8634 %==1 =%?9= 4>%8>?6? %=?4 6%34> 43%>1>66 %693 6%099 6??%???




Mf}ykayy(p Yapy gnPca}d`dyt

F}gs% @cd"Pvqf}a =?4%634In 11Pdh% %???

] A K D F M D K D Y T F E F K T P D P " P @ F K A #F K _ C F$ NG] NF@YG] 6 #GEA$

4


10/17

]akdfmdkdyt @gannd`daeyp 3 dyabp

Fkcf 2 %460> Pyfeif}idzai dyab fkcf 2 %4691

]akdfmdkdyt @gannd`daeyp NG] NF@YG] =#YXG$ 0 dyabp

Fkcf 2 %8466 Pyfeif}idzai dyab fkcf 2 %846?

@GB_FV

]gyfyai @gbgeaey Bfy}ds#f$

@gbgeaey6 = 0

MFYYA]T %9=3

P_AFL %3=1PGQEI %810K@I %1=0BG^D %31>BQPD@ %>33AEYA]Y %>91FYY]F@Y %844

PYTK %30=NAAKMAYY %383KGHG %80>

Asy}f`ydge Baycgi: _}de`dfk @gbgeaey Fefktpdp% ]gyfydge Baycgi: ^f}dbfs xdyc Lfdpa}Eg}bfkdzfydge%f ]gyfydge `ge~a}hai de 6= dya}fydgep%

Ygyfk ^f}dfe`a Askfdeai

6?


11/17

@gbgeaey

Dedydfk Adhae~fkqapAsy}f`ydge Pqbp gn Pvqf}ai Kgfidehp

]gyfydge Pqbp gn Pvqf}aiKgfidehp

Ygyfk

! gn^f}dfeà

@qbqkfyd~a! Ygyfk

! gn^f}dfeà

@qbqkfyd~a! Ygyfk

! gn^f}dfeà

@qbqkfyd~a !

6 1%6?4 9>%993 9>%993 1%6?4 9>%993 9>%993 0%=96 =4%9>1 =4%9>1= 6%93> 60%166 14%414 6%93> 60%166 14%414 =%3>8 =>%?>= 11%1=30 6%630 6?%811 8?%869 6%630 6?%811 8?%869 6%>8? 61%63> 8?%8699 %469 3%0?4 84%?=01 %8=3 >%>=? 31%>90> %100 9%39= 4?%93>8 %00> 0%?13 40%1993 %=4> =%>34 4>%=0=4 %64? 6%8=1 48%4186? %611 6%9?8 44%0>166 %?8? %>01 6??%???




Mf}ykayy(p Yapy gnPca}d`dyt

F}gs% @cd"Pvqf}a 649%919In 11Pdh% %???

] A K D F M D K D Y T F E F K T P D P " P @ F K A #F K _ C F$ NG] NF@YG] 6 #GEA$]akdfmdkdyt @gannd`daeyp 9 dyabp

Fkcf 2 %38=3 Pyfeif}idzai dyab fkcf 2 %336=

]akdfmdkdyt @gannd`daeyp NG] NF@YG] = #YXG$ 1 dyabp

Fkcf 2 %8861 Pyfeif}idzai dyab fkcf 2 %88==

]akdfmdkdyt @gannd`daeyp NG] NF@YG] 0 #YXG$ = dyabp

Fkcf 2 %806> Pyfeif}idzai dyab fkcf 2 %808=

66


12/17

DEYA]_]AYFYDGE:

De `fpa gn @fimq}t nf`yg} gea `fe ma efbai }giq`y nafyq}a nf`yg} fp dy `geyfdep ~f}dfmkapyfpya+ pbggyceapp fei pxaayeapp+ fkk gn xcd`c `ge~at vqfkdyt gn yca }giq`y%Bdklt cfp kgx `g}}akfydge xdyc gyca} yc}aa vqfkdyfyd~a nf`yg}p #%=34+ %9?> fei %=38 ng} yfpya+pbggyceapp fei pxaayeapp }apa`yd~akt$% Nf`yg} gea cfp fe fkcf gn %3383 xcd`c dp h}afy%

Nf`yg} yxg }a}apaeyp n}daeipcd+ `cdkicggi fei yca naakdeh gn madeh fba}ai% Xa `fkk dy yca`cdkicggi nf`yg}% Dy cfp f }akfyd~akt kgx fkcf fy %>4+ xcd`c mg}ia}p yca f`àyfeà ka~ak gn %8?%Xa f`ày yca nf`yg}%Nf`yg} yc}aa }a}apaeyp kg~a fei `gkgq} fei xa `fkk dy yca }gbfeà nf`yg}% Mqy dy cfp f ~a}t kgxfkcf ~fkqa gn %0>>= dbktdeh ycfy ycdp nf`yg} bft ma bafpq}deh bqkydidbaepdgefkdyt%

De `fpa gn Fsa nf`yg} gea `fe ma efbai yca }giq`y nafyq}a nf`yg} fp dy `geyfdep ~f}dfmkap~f}dayt fei plde `f}a mgyc gn xcd`c `ge~at vqfkdyt gn yca }giq`y% Mqy dy fkpg `geyfdep ~f}dfmkapkdla pytka+ tgqyc+ nfpcdge+ fei s nf`yg}+ xcd`c f}a ege }giq`y fyy}dmqya }akfyai% Cgxa~a}`g}}akfydge fbgeh ycab dp cdhc fei pdhednd`fey bafedeh ycapa abgydgefk vqfkdydap cf~a maaepy}gehkt fppg`dfyai fei diaeydndai xdyc yca yxg }giq`y nf`yg}p% Ycdp nf`yg} cfp cdhc fkcf ~fkqagn %460>%

Yca pa`gei nf`yg}+ fhfde+ dp bafpq}deh yca abgydgefk maeandyp kdla yca naakdeh gn madeh akdya g} f`kfpp naakdeh+ nfpcdgefmka+ fei nqe% Ycdp ege"fyy}dmqya nf`yg} `fe ma `fkkai nfpcdge nf`yg}% Ycdpnf`yg} cfp fe fkcf ~fkqa gn %8466

@gbfv fkpg tdakip yxg nf`yg}p yca nd}py gn xcd`c }akfyap yg yca abgydgefk maeandyp kdla naakdeh`gbayaey+ fyy}f`ydge+ fei pytka% Dy cfp fe fkcf ~fkqa gn%38=3%

Yca pa`gei nf`yg} dp `kaf}kt f }giq`y fyy}dmqya nf`yg} bafpq}deh pgqei+ mfyya}t+ pafla} feiK@I p`}aae% Dy cfp fe fkcf p`g}a gn %8861%Yca ycd}i nf`yg} bafpq}ap aeya}yfdebaey ~fkqa fei `geyfdep bg~da fei bqpd` ~f}dfmkap%

Yca ycd}i nf`yg} cfp fe fkcf ~fkqa gn %806>%

Mf}ykayy(p Yapy gn Pca}d`dyt cfp maae igea yg yapy ng} yca }akdfmdkdyt gn yca nf`yg}%Mf}ykayy(p Yapy gn Pca}d`dyt yapyp yca eqkk ctgycapdp ycfy yca deya}`g}}akfydge bfy}ds `gbap n}gb fgqkfydge de xcd`c yca ~f}dfmkap ng}b fe diaeydyt bfy}ds% Dn dy dp fe diaeydyt bfy}ds dy xgqkiasy}f`y fp bfet nf`yg}p fp ~f}dfmkap+ pdeà af`c ~f}dfmka xgqki ma dyp gxe nf`yg}% Fei Lfdpa}"Bata}"Gklde Bafpq}a gn Pfbkdeh Fiavqf`t yapy cfp fkpg maae igea%Dn yxg ~f}dfmkap pcf}a f `gbbge nf`yg} xdyc gyca} ~f}dfmkap+ ycad} f}ydfk `g}}akfydge #f dj$ xdkk mapbfkk+ deid`fydeh yca qedvqa ~f}dfeà ycat pcf}a%

Dn fdj ?%?Yca ~f}dfmkap f}a bafpq}deh f `gbbge nf`yg}+ fei LBG 6%?

Dn fdj 6%?Yca ~f}dfmkap f}a egy bafpq}deh f `gbbge nf`yg}+ fei LBG ?%?

Ng} fkk yc}aa nf`yg} fefktpdp igea yca Mf}ykayy(p Yapy gn Pca}d`dyt dp pdhednd`fey fy %???%Fei yca LBG p`g}ap f}a %803+ %336+ fei %883 ng} @fimq}t+ Fsa fei @gbfv }aa`yd~kt%

Lfdpa}"Bata}"Gklde Bafpq}a gn Pfbkdeh Fiavqf`t #LBG$

6=


13/17

LBG fkqa Iah}aa gn @gbbge f}dfeà

?%4? yg 6%?? Bf}~akgqp

?%3? yg ?%34 Ba}dyg}dgqp

?%8? yg ?%84 Bdiikdeh

?%>? yg ?%>4 Baidg`}a

?%1? yg ?%14 Bdpa}fmka

?%?? yg ?%94 Ige(y Nf`yg}

FE@G^F:

Qed~f}dfya Fefktpdp gn f}dfeà

BGIAK 6

Mayxaae"Pqmja`yp Nf`yg}p

^fkqa Kfmak EDE^GKÂBAEYKAÂKP

6 Kgxde~gk~abaey 09

= Baidqb

de~gk~abaey

09

0 Cdhcde~gk~abaey 0=

Yapyp gn Mayxaae"Pqmja`yp Anna`yp

Iaaeiaey f}dfmka: FYYDYQIA

Pgq}àYta DDD Pqbgn Pvqf}ap in Bafe Pvqf}a N Pdh%

@g}}a`yai Bgiak 600=80%96=#f$ 3 6>>14%68> 6?%=00 %???Deya}ày 19=014%990 6 19=014%990 000%690 %???DE^GKÂB 998>3%>?> = ==039%0?0 60%81? %???

E_N 10998%?98 6 10998%?98 0=%30? %???_N 66389%104 6 66389%104 8%=49 %??3DE^GKÂB *E_N 69>18%481 = 80=3%433 9%1?= %?69

DE^GKÂB * _N 40==%?>? = 9>>6%?0? =%3>0 %?>=A}}g} 693693%863 46 6>=3%??3Ygyfk 3=?10?%0>? 6??@g}}a`yai Ygyfk =369==%60? 44

f ] Pvqf}ai 2 %989 #Fijqpyai ] Pvqf}ai 2 %9=8$

60


14/17

BGIAK =

Mayxaae"Pqmja`yp Nf`yg}p

^fkqaKfmak E

Y}qpy}fydg

6 Kgxy}qpy}fydg

16

= Baidqbe y}qpy}fydg

=0

0 Cdhcy}qpy}fydg

=>


Iaaeiaey f}dfmka: Fyydyqia

Pgq}àYta DDD Pqbgn Pvqf}ap in Bafe Pvqf}a N Pdh%

@g}}a`yai Bgiak 6=1891%49=#f$ 3 61863%=90 4%633 %???Deya}ày 0=310>%311 6 0=310>%311 64=%?91 %???Y]QPY]FY 96>?8%0?4 = =?3?0%>11 6=%6>6 %???_N 0380%=39 6 0380%=39 =%=>9 %60>E_N 63996%431 6 63996%431 6?%83? %??6Y]QPY]FY *

_N1=8=%193 = =>0>%=89 6%196 %==?

Y]QPY]FY *E_N 6>84=%609 = 304>%?>8 9%4?3 %??4

A}}g} 611>8>%638 46 686?%8=8Ygyfk 3=?10?%0>? 6??@g}}a`yai Ygyfk =369==%60? 44

f ] Pvqf}ai 2 %998 #Fijqpyai ] Pvqf}ai 2 %043$

Bgiak gea pcgxp ycfy yca}a dp pdhednd`fey deya}f`ydge mayxaae E_N fei de~gk~abaey ka~ak+ xcd`cbafep yca denkqaeà gn yca `g~f}dfya yfla deyg f``gqey yca ~fkqa g} yca `fyahg}t gn yca nf`yg}#ka~ak gn de~gk~abaey$% Mqy yca}a dp eg pdhednd`fey deya}f`ydge mayxaae _N fei de~gk~abaey fy 1

a}àey pdhednd`feà ka~ak%Cgxa~a} yca bfde anna`yp pcgx E_N fei de~gk~abaey ka~ak yg cf~a yca cdhcapy denkqaeà%Dn xa xfeyai yg hay f pabdf}ydfk ]"pvqf}a ng} jqpy yca anna`yp gn E_N+ fnya} `gey}gkkdeh ng}ycapa gyca} yxg ~f}dfmkap+ xa xgqki kggl fy yca Yta DDD PP ng} E_N+ fei `gbf}a dy yg yca`g}}a`yai ygyfk Yta DDD PP%

Pabdf}ydfk ]U= ng} E_N 2 Yta DDD PP ng} E_N'`g}}a`yai ygyfk Yta DDD PP

69


15/17

2 10998%?98'=369==%60? 2 ?%6344688 g} 64!

Pabdf}ydfk ]U= ng} de~gk~abaey 2 998>3%>?>'=369==%60? 2 61%4?8!

Pabdf}ydfk ]U= ng} _N 2 66389%104'=369==%60? 2 %?9=6498 g} 9%=64!

Pabdf}ydfk ]U= ng} de~gk~abaey*E_N 2 69>18%481'=369==%60? 2 ?%?1=?31 g} 1%=?3!

Bgiak yxg+ fhfde+ pcgxp pdhednd`fey deya}f`ydge mayxaae Y}qpy fei E_N% Fei Y}qpy fei E_N cfpbq`c cdhca} bfde anna`yp ycfe _N% _N igap egy cf~a pdhednd`fey bfde anna`y fy 1! pdhednd`feà%

Pabdf}ydfk ]U= ng} E_N 2 63996%431'=369==%60? 2 >%110!

Pabdf}ydfk ]U= ng} Y}qpy*E_N 2 6>84=%609'=369==%60? 2 1%4>>!

Pabdf}ydfk ]U= ng} Y}qpy 2 96>?8%0?4'=369==%60? 2 69%839!

DB_KD@FYDGEP:

N}gb FE@G^F xa ndei ycfy yca denkqaeà gn abgydge #E_N$ bfla pdhednd`fey idnna}aeàp dem}fei fyydyqia fei ycfy yca asyaey gn ycdp denkqaeà dp baidfyai mt mgyc y}qpy fei de~gk~abaeyka~ak% Mqy a~ae xdycgqy deya}f`ydgep yca bfde anna`yp gn abgydge #E_N$ dp vqdya fkfmka% De gyca}xg}ip yca asyaey gn denkqaeà gn abgydge ge m}fei fyydyqia iaaeip ge cgx de~gk~ai yca }giq`y}avqd}ap yca `gepqba} yg ma yg `gepqba dy fei cgx bq`c yca `gepqba} y}qpyp yca mfei%Mqy+ fp cfp maae baeydgeai+ abgydge cfp kf}ha deid~diqfk denkqaeà ge m}fei fyydyqia fp xakk+}ahf}ikapp gn y}qpy fei de~gk~abaey ka~ak%

De `genkd`y xdyc pgba gn yca ycag}dap*+ abgydge cfp maae ngqei yg ma dey}qideh xca}a+ mt

`gbbge a} aydge+ }fydgefkdyt gekt pcgqki }adhe% Ng} idnna}aey }giq yp xdyc idnna}aeyde~gk~abaey ka~akp+ abgydge cfp maae ngqei yg ma bfldeh f pdhednd`fey idnna}aeà de ycang}bfydge gn m}fei fyydyqia%Yg qeia}pyfei yca iah}aa fei yca id}a`ydge gn yca denkqaeà gn abgydge }ah}appdge fefktpdp dpcaknqk% Yca ngkkgxdeh f}a yca deng}bfydge n}gb ycfy anng}y%

Mayf:

Ng} @fimq}t #kgx de~gk~abaey$:

_N 2 "%?3>+ E_N 2 "%=?9

Ng} Fsa #baidqb de~gk~abaey$

_N 2 "%961+ E_N 2 "%939

Ng} @gbfv #cdhc de~gk~abaey$

_N 2 "%6?4+ E_N2 "%>>>

61


16/17

Abgydge dp bfldeh `geydeqgqpkt kf}ha} dbf`y ge m}fei fyydyqia+ fp ng} cdhca} de~gk~abaey ka~ak}giq`yp yca pkga #mayf$ dp `geydeqgqpkt de`}afpdeh% Dy cfp yg ma paae xcayca} cdhca} de~gk~abaeybafep kf}ha} dbf`y gn abgydge ge m}fei fyydyqia g} egy% F @cgx yapy cfp maae igea yg yapyxcayca} ycdp de`}afpa cgkip y}qa ng} yca gqkfydge g} egy%Yca @cgx yapy mfpd`fkkt paap dn pkga ng} yxg g} bg}a h}gqp f}a pdbdkf} g} egy g} de gyca} xg}ipdn yxg }ah}appdge kdeap f}a idnna}aey n}gb gea fegyca}% Dy xfp g}dhdefkkt iapdheai

yg fefktza yca pfba ~f}dfmkap gmyfdeai de yxg idnna}aey ifyf payp yg iaya}bdea dn ycat xa}a pdbdkf}aegqhc yg ma ggkai yghayca}%

Yca yapy dp }qe de P_PP% Fp dy `feegy ma igea xdyc HQD+ _fpya #`gbbfei$ xfp qpai%


Iaaeiaey f}dfmka: FYYDYQIA

Pgq}à Yta DDD Pqb gn Pvqf}ap IN Bafe Pvqf}a N Pdh%

DE^GKÂB * E_N 69>18%431 = 80=3%440 0%=3= %?9=

DE^GKÂB * _N 40==%?99 = 9>>6%?== 6%8=6 %639

Dy pcgxp ycfy abgydge #E_N$ pdhednd`feykt idnna}p de idnna}aey de~gk~abaey ka~akp% Fei xa `fedena} ycfy abgydge `gey}dmqyap bg}a ng} cdhca} de~gk~abaey ka~ak }giq`yp fp dy pcgxe mt yca}ah}appdge pkgap%

@ge`kqpdge*:

Mfpai ge xcfy xa cf~a ngqei ca}a+ xa `fe pfnakt pft ycfy yca m}fei fei }giq`y bfefha} cfpbg}a p`ga fei akmgx pfà yg gpdydge yca m}fei ge abgydgefk f}fbaya}p fei egy }apy}d`yycabpak~ap yg askg}deh gekt yca }giq`y fyy}dmqya+ }dà mfpai gpdydgedeh% F`àyfeà gn yca

nf`y ycfy abgydge dp f pq}abakt gxa}nqk hdny gn yca bdei+ `fe kafi qp yg tay qeaskg}ai nfàyp gnbf}laydeh% Fi~a}ydpdeh `fe+ ng} asfbka+ yfla f kgy n}gb ycdp }afkdpfydge fei hg ng} `}afyd~ap ycfyfii}app yca abgydgep bg}a%

Yca }fydgefk fei ycdeldeh f}af gn yca N@M h}di dp de~fiai py}gehkt mt abgydge n}gb yca abgydgefkfei naakdeh f}af% Xcae naakdeh ma`gbap caf~dkt dbg}yfey+ ycae dy cfp yg ma askg}ai+ yapyai fei}g~ai cgx bq`c gn ycdeldeh }afkkt cfaep fei xcae fei ng} xcfy asf`ykt%

*YCDP @GE@KQPDGE DP EGY ASCFQPYDÂ%

TGQ] @GEY]DMQYDGE DE @GBBAEYP FEI @]DYD@DPB DP CAF]YDKT XAK@GB%

6>


17/17

]ANA]AE@AP:

68

emotion and its interaction with product involvement levels in shaping brand attitude by mainak bag

Documents