Purpose. The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and demonstrate how knowledge and relationships affect current and future purchases. Design/methodology/approach. These researchers used structural equation modeling to test the significance of the overall model and the specified paths. Findings. Findings indicate that current purchases are affected by directly by brand awareness and indirectly by brand image. In contrast, future purchases are not affected by either dimension of brand knowledge directly; rather, brand knowledge affects future purchases via a brand relationship. Thus, brand knowledge alone is not sufficient for building strong brands in the long term; brand relationship factors must be considered as well. Research limitations/ implications. The present study did not examine feedback effects and only included consumer categories, no individual differences variables. As such, these researchers recommend that future research examine feedback effects and include additional consumer categories, B2B categories and individual-differences variables such as variety seeking and innovativeness. Practical implications. Brand managers spend considerable resources on measuring brand awareness and brand image. These researchers recommend that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure consumers are satisfied with brand trust and feel attached to a brand. Originality/value. This is a cross-paradigm paper and it is the first that combines two separate broad-based perspectives on brands in a simple comprehensive model for researchers and brand managers.
کلید واژگان :Brand awareness - Brand image - Brand satisfaction - Brand trust - Current purchase - Future purchase
ارزش ریالی : 300000 ریال
با پرداخت الکترونیک