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- Title
The antecedents and consequences of the formation of perceived value based on brand management and store image.
- Authors
Alves Victorino, Walter; Cunha Moura, Luiz Rodrigo; Gonçalves Filho, Cid
- Abstract
Goal: Create and validate a model to explain consumers' behavioral intention to repurchase from the same e-commerce retailer, focusing on store and brand image management, with an emphasis on the "sneakers" product. Methodology/approach: Quantitative approach with a sample of 610 participants obtained by survey. Data analysis was carried out using structural equations, testing the seven hypotheses of the hypothetical model. Originality/relevance: Searches in the Web of Science database and Google Scholar did not find models composed of the constructs store image, brand awareness, brand trust, brand value and perceived value together and concomitantly forming a nomological chain influencing the intention to purchase. consumer purchases. Main Results: Store image and brand awareness positively impact brand value and brand trust, which positively influence the value perceived by the consumer. This last factor positively influences consumers' behavioral purchase intention. Theoretical contributions: Development of a model that presents relationships between constructs, forming an unprecedented model. Identification of the antecedents that most influence the formation of perceived value based on brand management and the store's image. Management Contributions: Management capacity of marketing professionals in relation to the components of the model that are under their control, making management carried out appropriately more feasible. Thus, the results in terms of the perceived value and purchase intention of the product are "natural" consequences, generating positive results for the company.
- Subjects
CONSUMER behavior; BRAND loyalty; BRAND equity; VALUE-based management; BRAND awareness
- Publication
Revista de Ciências da Administração, 2024, Vol 26, Issue 66, p1
- ISSN
1516-3865
- Publication type
Academic Journal
- DOI
10.5007/2175-8077.2024.e98221