Investigating how consumer-perceived value and store image influence brand loyalty in emerging markets

Shahidul Islam, Mashiat Zahin, Shahida Binte Rahim
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Abstract

Purpose This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty. Design/methodology/approach This study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses. Findings This research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low. Originality/value This study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.
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调查消费者感知价值和商店形象如何影响新兴市场的品牌忠诚度
本研究旨在探讨新兴市场家电品牌在产品品质、价格公平、品牌声誉和品牌定位等消费者感知价值(CPV)维度对品牌态度和忠诚度的影响。本研究还探讨了感知店铺形象对品牌态度与忠诚度关系的调节作用。本研究提出了一个基于消费价值观和价值-态度-行为(V-A-B)框架的综合模型。对209名孟加拉家用电器消费者的调查数据被用来检验模型。采用协方差结构方程模型(CB-SEM)和PROCESS宏对假设进行检验。本研究强调CPV维度(如产品质量、价格公平、品牌声誉和定位)在通过品牌态度预测品牌忠诚度方面的重要性。店铺形象调节品牌态度与忠诚度之间的关系,店铺形象越高,关系越强,店铺形象越低,关系越弱。本研究通过研究新兴市场中V-A-B框架下的品牌声望和定位,拓宽了营销和消费价值理论。这是第一个使用感知商店形象来调节品牌态度与忠诚度关系的研究。
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CiteScore
6.30
自引率
8.30%
发文量
18
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