An Integration of Antecedents, Mediators, Moderators and Outcomes of Brand Equity and Behavior Intention
| Autor: | YING-KAILIAO, 廖英凱 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 One of the most critical marketing topics which has been discussed extensively by both academicians and practitioners over the past decades is brand equity. A lot of previous studies have focused on this research issue, particularly on the determinants of brand equity. However, the results are still inconclusive and a comprehensive relationship framework is yet to be developed. Previous studies regarding brand-related constructs have been criticized as (1) too much focus on mental activation rather than experiential perception of brand equity, (2) too much focus on individual dimension of consumer behavior that neglects the influences of social, cultural, and relational context of brand equity on consumer behavior, and (3) too much focus on many fragmented views of brand equity, which may be significant with partial representation, but neglect to develop a comprehensive framework of brand equity. This study aims to fill these research gaps by integrating previous literature and developing a comprehensive framework to identify the antecedents, mediators, moderators, and consequences of brand equity. Twenty-eight research hypotheses were developed and validated in this study. In order to verify the appropriateness of the proposed research framework and research design based on literature review, this study first adopted a series of in-depth interviews to collect data from experts. The research framework was modified based on the comments of the experts. A meta-analysis and a survery were conducted to empirically test the viability of the the framework. The results indicated that three major dimensions of variables, including cognitive factors, experiential factors, and marketing factors have significant influences on brand equity. Brand personality, brand trust, and brand loyalty have served as three of the mediators that can mediate the influences of cognitive, experiential, and marketing factors on brand equity. Furthermore, brand equity can be a significant indicator of brand preference, behavioral intention, and word of mouth toward the brand. Two major aspects of moderators, including relational moderators and psychological moderators can amplify the influence of brand equity on brand preference, behavioral intention, and word of mouth. Since most of the previous studies do not integrate into a more comprehensive framework of brand equity, the results of this study have provided as an important reference for academicians to conduct further empirical validations on the research of brand equity. The results are also very useful for professionals to identify their marketing and promotion strategies to enhance brand equity and the profitability of the firm. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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