Title: | A revised model of e-brand equity and its application to high technology products |
Author(s): | Le L.T. |
Keywords: | E-brand equity; E-preference; online social media platforms; Perspective of digitalized engagement; Repurchase intention; Visual appeal |
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. |
Issue Date: | 2018 |
Publisher: | Elsevier Ltd |
Series/Report no.: | Vol. 29, Issue 2 |
URI: | http://digital.lib.ueh.edu.vn/handle/UEH/62120 |
DOI: | https://doi.org/10.1016/j.hitech.2018.09.005 |
ISSN: | 1047-8310 |
Appears in Collections: | INTERNATIONAL PUBLICATIONS
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