The antecedents and consequences of the formation of perceived value based on brand management and store image
DOI:
https://doi.org/10.5007/2175-8077.2024.e98221Keywords:
Perceived value, Store image, Brand awareness, Brand trust, Brand valueAbstract
Study Objective: 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/Methodological 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.
Social Contributions/Management Contribution: 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.
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Copyright (c) 2024 Walter Alves Victorino, Luiz Rodrigo Cunha Moura, Cid Gonçalves Filho
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