An Integrated Framework of Customer-based Brand Equity and Theory of Planned Behavior: A Meta-analysis Approach
| Autor: | Nadia Anridho, Thi-Yen Do, Phuoc-Thien Nguyen, Minh-Quan Vu, Wann-Yih Wu |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Economics and Econometrics
business.industry Brand awareness media_common.quotation_subject 05 social sciences Theory of planned behavior Context (language use) Management Information Systems Brand loyalty Brand management 0502 economics and business Personality 050211 marketing Brand equity Marketing business Psychology 050203 business & management Finance Consumer behaviour media_common |
| Zdroj: | The Journal of Asian Finance, Economics and Business. 7:371-381 |
| ISSN: | 2288-4645 2288-4637 |
| Popis: | The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided. |
| Databáze: | OpenAIRE |
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