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Title: When negative news fails to deter: the emotional shielding effect of brand attachment on perceived risk

Authors: Xinyuan Xue; Yuanbo Zhang; Qingfeng Zhang

Addresses: Kangwon National University, Chuncheon Campus, 1 Kangwondaehakgil, Chuncheon-si, Gangwon State, 24341, South Korea ' Kangwon National University, Chuncheon Campus, 1 Kangwondaehakgil, Chuncheon-si, Gangwon State, 24341, South Korea ' Kangwon National University, Chuncheon Campus, 1 Kangwondaehakgil, Chuncheon-si, Gangwon State, 24341, South Korea

Abstract: In the context of the widespread use of social media and market volatility, frequent adverse brand events erode consumer trust and amplify perceived risk. However, some consumers still maintain their purchase intentions, a phenomenon that traditional research, which fails to integrate the mechanisms of emotional factors, struggles to explain. This study explores the intrinsic relationships among brand trust, perceived risk, purchase intention, and brand attachment, revealing that brand attachment moderates the mediating effect of perceived risk. An online questionnaire was administered to Toyota China consumers, yielding 189 valid responses. The moderated mediation model was verified using the SPSS PROCESS tool. The results show that brand trust positively influences purchase intention and negatively influences perceived risk. The results further show that brand attachment has a two-stage moderating effect on the mediating path of perceived risk. This study enriches brand relationship theory and provides strategic implications for brand management.

Keywords: brand trust; consumer purchase intention; perceived risk; brand attachment; moderated mediation.

DOI: 10.1504/IJBEM.2026.154500

International Journal of Business and Emerging Markets, 2026 Vol.18 No.8, pp.1 - 29

Received: 25 Feb 2026
Accepted: 13 May 2026
Published online: 30 Jun 2026 *