A revised model of e-brand equity and its application to high technology products

Abstract

Given the growing importance of online social media platforms (OSM) in brand management, the authors attempt to extend the relationship between e-brand equity and repurchase intention with two mediator variables, namely visual appeal and e-preference in which willingness to pay a price premium (WPPP) serves as a moderator. Drawing on the perspective of digitalized engagement (PDE), the authors confirm the mediating effects on the e-brand equity-repurchase intention link while evidencing both positive and negative effects of WPPP on the linkage of e-brand equity and mediators. Contributions to theory, practice, and future studies are also provided.