Examining the Moderating Role of Consumer Determinants in the Relationship between Brand Equity and Behavioral Intentions: A Case of Nike Athletic Shoe Brand
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Published:
Dec 27, 2019
Keywords:
Brand Equity Behavioral Intentions Moderator Consumer Determinants Nike Survey Thailand
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Abstract
The purpose of this paper is two-fold: first, to investigate the influence of brand equity on consumer’s behavioral intentions (i.e., repurchase, and recommend); second, to examine the moderating role of consumer determinants (i.e., trust, satisfaction, and perceived electronic word-of-mouth), which is associated with Nike sports shoe brand in Thailand. The study employs a quantitative approach in which the cross-sectional survey was made to collect the data in Bangkok. Target sample were 220 individuals aged from 18 to 25, studying and/or working in inner areas, who were also using Nike shoe brand. The findings illustrate that brand equity is positively related to behavioral intentions. In addition, trust, customer satisfaction, and perceived electronic word-of-mouth are found to moderate the strength of the effect of Nike’s brand equity on behavioral intentions.
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References
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Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90. Doi:10.2307/30036519
Gupta, S., & Kim, H. W. (2007). The moderating effect of transaction experience on the decision calculus in online repurchase. International Journal of Electronic Commerce, 12(1), 127-158. https://doi.org/10.2753/JEC1086-4415120105
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Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7(4), 27-42. doi:10.1108/09564239610129931
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. doi:10.1108/03090560310495456
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer-option platforms: What motives consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.
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Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10(6), 421-445. doi:10.1057/palgrave.bm.2540139
Hyun, S. S., & Kim, W. (2011). Dimensions of brand equity in the chain restaurant industry. Cornell Hospitality Quarterly, 52(4), 429-437. doi:10.1177/1938965510397533
James, G., Witten, D., Hastie T., & Tibshirani, R. (2017). An introduction to statistical learning: With applications in R. New York: Springer.
Johns, G. (1994). How often were you absent? A review of the use of self-reported absence data. Journal of Applied Psychology, 79(4), 574-591.
Kamakura, W. A., & Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9-22. doi:10.1016/0167-8116(93)90030-3
Kang, B. S., & Cho, C. H. (2010). An effect of evaluative factors on relationship quality and repurchase intent in Internet shopping mall. The Academy of Customer Satisfaction Management, 12(1), 87-108.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Khammash, M., & Griffiths, G. H. (2011). ‘Arrivederci CIAO.com, Buongiorno Bing.com’- Electronic word-of-mouth (eWOM), antecedences and consequences. International Journal of Information Management, 31(1), 82-87.
doi:10.1016/j.ijinfomgt.2010 .10.005
Kim, J., Sharma, S., & Setzekorn, K. (2002). A framework for building brand equity online for pure‐play B2C retailers and services. International Journal on Media Management, 4(2), 123-133. doi:10.1080/14241270209389989
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Hoboken, NJ: Pearson.
Laoviwat, P., Suppapanya, P., & Yousapronpaiboon, K. (2014). A study of demographics influencing on consumer behavior and attitude towards brand equity of optical business in Thailand. International Journal of Trade, Economics and Finance, 5(4), 347-350. doi:10.7763/ijtef.2014.v5.395
Lin, M., & Chang, L. (2003). Determinants of habitual behavior for national and leading brands in China. Journal of Product & Brand Management, 12(2), 94-107. doi:10.1108/10610420310469788
Lovett, M. J., Peres, R., & Shachar, R. (2013). On brands and word of mouth. Journal of Marketing Research, 50, 427-444.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5-15. doi:10.1016/s0148-2963(98)00070-8
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness. Online Information Review, 40(7), 1090-1110. doi:10.1108/OIR-11-2015-0373
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. The Academy of Management Review, 20(3), 709-734. doi:10.2307/258792
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. doi:10.2307/3172742
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
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