Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention

Pantea Foroudi, Zhongqi Jin, Suraksha Gupta, Mohammad M. Foroudi and Philip Kitchen ()
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Pantea Foroudi: Middlesex University
Zhongqi Jin: Newcastle University [Newcastle]
Suraksha Gupta: Newcastle University [Newcastle]
Mohammad M. Foroudi: Foroudi Consultancy
Philip Kitchen: ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business

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Abstract: This research investigates the impact of brand perception on brand loyalty and brand purchase intention using the lenses of complexity theory. First, the study conceptualizes and operationalizes perceptional and behavioral components of brand equity. It then examines the dimensions of brand perception, and by assessing the consequences of favorable brand perception, the study enables a better understanding regarding whether a brand marketing approach helps to improve marketing performance. The research was conducted using a mixed methodology, beginning with interviews in order to gain a better understanding of the relationship between the dimensions of brand perception. These were followed by a questionnaire survey, and the resulting data were analyzed through content analysis and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that brand awareness, perceived quality, brand association, brand fondness, brand image, and product country image have a strong impact on the management of brand perception. The finding illustrates that it is the combinations of various perceptional elements of brand equity rather than any single factor that have strong impacts on brand loyalty and brand purchasing intention. The results support the importance of brand perception for the fashion industry, which needs to be more interactive in order to increase their customers' brand loyalty and brand purchasing intention.

Keywords: Brand loyalty; Brand perception; Brand purchasing intention; CFA; Complexity theory; Configuration (search for similar items in EconPapers)
Date: 2018-08
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Citations: View citations in EconPapers (31)

Published in Journal of Business Research, 2018, 89, pp.462 - 474. ⟨10.1016/j.jbusres.2018.01.031⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01813914

DOI: 10.1016/j.jbusres.2018.01.031

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