The Impact of Brand Equity on Consumer-Brand Relationship in Dissatisfaction
| Autor: | Shih-hua Li, 李世華 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Brand equity is regarded as a very important concept in business practice as well as in academic research because marketers can gain competitive advantage through successful brands. The study is one of the few studies proposing a conceptual model accessing relationship theory to understand the impact of brand equity on purchase behavior especially customer repatronage intention in such context of dissatisfaction. Thus, the purpose of the present research is to answer two questions: (1) What factors will improve repatronage intention in customer dissatisfaction context? (2) Based on commitment and trust, how do brand equity influence customer repatronage intention despite dissatisfaction? This study conducts online surveys and applies statistical analyses, PLS (Partial Least Squares), to investigate the findings. The results show that there is a significant relationship between commitment and trust. At the same time, brand equity has strong impact on commitment and trust. Most importantly, the result indicates brand equity influence dissatisfied consumers’ repatronage intention through mediating roles of commitment and trust. Detailed theoretical and managerial implications of these findings are presented. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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