IDEAS home Printed from https://ideas.repec.org/a/ers/ijebaa/vxy2022i2p59-77.html
   My bibliography  Save this article

Determining the Moderator Role of Brand Image on Brand Innovativeness, Consumer Hope, Customer Satisfaction and Repurchase Intentions

Author

Listed:
  • Bahman Huseynli
  • Sevar Mammadova

Abstract

Purpose: The aim of the study was to determine the effects of brand innovation on consumer hope, customer satisfaction, repurchase intention, and the moderator role of brand image on these effects. Design/methodology/approach: This study is a quantitative research. In the study, data were collected and analysed with quantitative methods. The expressions used in the preparation of the questions were obtained from the scales in the literature. The brands used in the research were the brands most mentioned by the participants as a result of the pre-test. The questionnaire was collected online, and 390 valid questionnaires were reached. In the research, the moderator role of brand image on consumer hope, brand innovativeness and repurchase intention was revealed through analyses and contributed to the literature. At the same time, since there are not many studies on the brand image, consumer hope, brand innovation and repurchase intention of Azerbaijani consumers, is thought that this research will shed light on the studies on the subject. Findings: In this study 7 hypotheses were developed and tested. As a result of the research, it was found that brand innovativeness affects consumer hope, consumer hope affects customer satisfaction and repurchase intention, and customer satisfaction affects repurchase intention. Practical implications: The conditions prepared based on the literature on the moderator effect of brand image on the brand innovativeness, consumer hope, customer satisfaction and repurchase intentions, that contributed to the other important contributions of the research were supported as a result of the analysis. Originality/value: There are not many studies in the literature on the moderator role of brand image on brand innovativeness, consumer hope, customer satisfaction and repurchase intention. As a result of the analysis made in this study, it has been revealed that the brand image has a moderator role on these variables. With this, there are many studies conducted in different countries, but there is no any study on consumers on the topic in Azerbaijan.

Suggested Citation

  • Bahman Huseynli & Sevar Mammadova, 2022. "Determining the Moderator Role of Brand Image on Brand Innovativeness, Consumer Hope, Customer Satisfaction and Repurchase Intentions," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 59-77.
    • Handle: RePEc:ers:ijebaa:v:x:y:2022:i:2:p:59-77
    as

    Download full text from publisher

    File URL: https://ijeba.com/journal/766/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Surachman Surjaatmadja & Daruendra Purnawan, 2018. "Store Image, Service Quality, and Familiarity on Purchase Intention of Private Label Brand In Indonesia," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 79-85.
    2. Syed Muhammad Fazal‐E‐Hasan & Hormoz Ahmadi & Gary Mortimer & Ian Lings & Louise Kelly & Hyoje (Jay) Kim, 2020. "Online Repurchasing: The Role of Information Disclosure, Hope, and Goal Attainment," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(1), pages 198-226, March.
    3. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    4. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    5. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    6. Hirschman, Elizabeth C, 1980. "Innovativeness, Novelty Seeking, and Consumer Creativity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 283-295, December.
    7. Fazal e Hasan, Syed & Lings, Ian & Neale, Larry & Mortimer, Gary, 2014. "The role of customer gratitude in making relationship marketing investments successful," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 788-796.
    8. Syed Muhammad Fazal-e-Hasan & Hormoz Ahmadi & Louise Kelly & Ian N. Lings, 2019. "The role of brand innovativeness and customer hope in developing online repurchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 85-98, March.
    9. Kun-Huang Huarng & Ming-Feng Yu, 2019. "Customer satisfaction and repurchase intention theory for the online sharing economy," Review of Managerial Science, Springer, vol. 13(3), pages 635-647, June.
    10. Emily Polak & Michael McCullough, 2006. "Is gratitude an alternative to materialism?," Journal of Happiness Studies, Springer, vol. 7(3), pages 343-360, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eric Schmidbauer, 2016. "New and Improved?," Working Papers 2016-02, University of Central Florida, Department of Economics.
    2. Kato, Ryo & Hoshino, Takahiro, 2021. "Unplanned purchase of new products," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Muhammad Zahid Nawaz & Meng Tao & Hassan Ahmad & Md Jamirul Haque & Shahid Nawaz & Muhammad Nauman Shafique, 2020. "Youngsters and WMAs (WeChat Moments Advertisement): Do We Need the English Language in WMAs?," SAGE Open, , vol. 10(2), pages 21582440209, May.
    4. Heidenreich, Sven & Kraemer, Tobias & Handrich, Matthias, 2016. "Satisfied and unwilling: Exploring cognitive and situational resistance to innovations," Journal of Business Research, Elsevier, vol. 69(7), pages 2440-2447.
    5. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.
    6. Philipp Afèche & Mojtaba Araghi & Opher Baron, 2017. "Customer Acquisition, Retention, and Service Access Quality: Optimal Advertising, Capacity Level, and Capacity Allocation," Manufacturing & Service Operations Management, INFORMS, vol. 19(4), pages 674-691, October.
    7. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    8. Anita Gärling & John Thøgersen, 2001. "Marketing of electric vehicles," Business Strategy and the Environment, Wiley Blackwell, vol. 10(1), pages 53-65, January.
    9. Jakina Debnam, 2017. "Selection Effects and Heterogeneous Demand Responses to the Berkeley Soda Tax Vote," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 99(5), pages 1172-1187.
    10. Angulo-Ruiz, Fernando & Pergelova, Albena & Cheben, Juraj & Angulo-Altamirano, Eladio, 2016. "A cross-country study of marketing effectiveness in high-credence services," Journal of Business Research, Elsevier, vol. 69(9), pages 3636-3644.
    11. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    12. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    13. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    14. Vishal Gaur & Young-Hoon Park, 2007. "Asymmetric Consumer Learning and Inventory Competition," Management Science, INFORMS, vol. 53(2), pages 227-240, February.
    15. Yanlong Guo & Jiaying Yu & Han Zhang & Zuoqing Jiang, 2022. "A Study on Cultural Context Perception in Huizhou Cultural and Ecological Reserve Based on Multi-Criteria Decision Analysis," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    16. Brady, Michael K. & Robertson, Christopher J. & Cronin, J. Joseph, 2001. "Managing behavioral intentions in diverse cultural environments: an investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers," Journal of International Management, Elsevier, vol. 7(2), pages 129-149.
    17. Tae-Seung Park & Jun-Su Kim & Jiyoun Kim, 2021. "The Impact of Perceived Hapkido Service Quality on Exercise Continuation and Recommendation Intentions, with a Focus on Korean Middle and High School Students," Sustainability, MDPI, vol. 13(6), pages 1-10, March.
    18. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    19. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    20. Heribert Gierl & Gunter Gehrke, 2004. "Kundenbindung in industriellen Zuliefer-Abnehmer-Beziehungen," Schmalenbach Journal of Business Research, Springer, vol. 56(3), pages 203-236, May.

    More about this item

    Keywords

    Consumer hope; repurchase intentions; brand innovativeness; brand image; Azerbaijan.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:ijebaa:v:x:y:2022:i:2:p:59-77. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ijeba.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.