The Brand as a Moderator and Perceived Value as a Mediator in Repurchase Intention

Gabriel Sperandio Milan, Deonir De Toni, Vinicius Zanchet de Lima and Luciene Eberle

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2017, vol. 21, issue 3, 347-372

Abstract: The price level, perceived value and commitment may impact repurchase intentions. In this sense, this study, based on a literature review, identified that the perception of price level, value and affective and normative commitment may interfere with repurchase intentions. From this theoretical assumption, this research first aimed to analyze the impact these constructs have on the repurchase intention of two different brands of smartphones; second, to identify the moderation brand has on the relations from the theoretical model; and third, to identify the mediation effect on the perceived value of price and repurchase intention. Nine of the ten proposed hypothesis were supported by this study of 732 smartphone consumers. Another contribution of this research refers to the mediating roles brand and perceived value have on repurchase intention.

Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://rac.anpad.org.br/index.php/rac/article/view/1220/1216 (text/html)
https://rac.anpad.org.br/index.php/rac/article/download/1220/1216 (application/pdf)

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:abg:anprac:v:21:y:2017:i:3:1220

Access Statistics for this article

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) is currently edited by Marcelo de Souza Bispo

More articles in RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) from ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
Bibliographic data for series maintained by Information Technology of ANPAD ().