Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
HYPOTHESES 
A description of the variables in the model shown in Fig. 1 is presented below along with a 
description of their hypothesized interrelationships. The following relationships are hypothesized, based on literature 
review. H1: The greater the brand attitude of cognitive, affective and conative components the higher the customers’ 
satisfaction is. H2: The greater the customers’ satisfaction the higher the revisiting behavior is. H3: The brand 
attitude will provide the higher revisiting behavior.