The role of brand innovativeness and customer hope in developing online repurchase intentions

Syed Muhammad Fazal-e-Hasan, Hormoz Ahmadi, Louise Kelly () and Ian N. Lings
Additional contact information
Syed Muhammad Fazal-e-Hasan: University of New England
Hormoz Ahmadi: Australian Catholic University
Louise Kelly: Advertising, Marketing and Public Relations, Queensland University of Technology
Ian N. Lings: Queensland University of Technology

Journal of Brand Management, 2019, vol. 26, issue 2, No 1, 85-98

Abstract: Abstract This study considers the role of customer hope in the online purchasing environment. It presents a model which positions customer-perceived brand innovativeness as an antecedent to customer hope, and customer brand satisfaction as a consequence of customer hope and as a predictor of repeat purchase intentions. The model was tested using survey data from 418 Australian respondents. The results suggest a potential moderating effect of product knowledge on the relationship between perceived brand innovativeness and customer hope. For marketing theorists, specifically those interested in online marketing, the study advances knowledge of how customers’ perceptions of brand innovativeness are contingent on their emotions (hope), attitudes (brand satisfaction) and behaviours (brand repurchase intentions). For managers, our study provides useful insights for investing in innovative brands to stimulate repeat purchase intentions in an online setting.

Keywords: Brand innovativeness; Customer hope; Brand satisfaction; Repurchase intentions; Product knowledge (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-018-0122-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:26:y:2019:i:2:d:10.1057_s41262-018-0122-4

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-018-0122-4

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().