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 & 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. Emily Polak & Michael McCullough, 2006. "Is gratitude an alternative to materialism?," Journal of Happiness Studies, Springer, vol. 7(3), pages 343-360, September.
    8. 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.
    9. 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.
    10. 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.
    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. 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.
    2. Kato, Ryo & Hoshino, Takahiro, 2021. "Unplanned purchase of new products," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Eric Schmidbauer, 2016. "New and Improved?," Working Papers 2016-02, University of Central Florida, Department of Economics.
    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. Re, Beatrice & Magnani, Giovanna, 2022. "Value co-creation in circular entrepreneurship: An exploratory study on born circular SMEs," Journal of Business Research, Elsevier, vol. 147(C), pages 189-207.
    6. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    7. Xu Guan & Yulan Wang & Zelong Yi & Ying‐Ju Chen, 2020. "Inducing Consumer Online Reviews Via Disclosure," Production and Operations Management, Production and Operations Management Society, vol. 29(8), pages 1956-1971, August.
    8. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    9. Khondker Mohammad Zobair & Louis Sanzogni & Luke Houghton & Md Zahidul Islam, 2021. "Forecasting care seekers satisfaction with telemedicine using machine learning and structural equation modeling," PLOS ONE, Public Library of Science, vol. 16(9), pages 1-31, September.
    10. 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.
    11. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    12. 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.
    13. Ramakrishna Salagrama & Sanjeev Prashar & T. Sai Vijay, 2021. "Do customers exhibit gratitude after service recovery? Understanding the moderating role of relationship type," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 757-779, December.
    14. 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.
    15. Funk, Daniel C. & Haugtvedt, Curtis P. & Howard, Dennis R., 2000. "Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications," Sport Management Review, Elsevier, vol. 3(2), pages 125-144, November.
    16. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    17. Mandy Loh & Maisarah Ahmad & Suhaila Abdul Kadir & Syed Shah Alam, 2015. "Influence Of Customer Values And Self-Image Congruity On Customer Behavior-Based Crm Performance," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 23-44, May.
    18. Heribert Gierl & Tina Großmann, 2008. "Imply-Benefit-Attribute im Bereich häufig gekaufter Konsumgüter," Schmalenbach Journal of Business Research, Springer, vol. 60(4), pages 355-384, June.
    19. Fowler, Kendra & Bridges, Eileen, 2010. "Consumer innovativeness: Impact on expectations, perceptions, and choice among retail formats," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 492-500.
    20. Pornpitakpan, Chanthika, 2012. "A critical review of classical conditioning effects on consumer behavior," Australasian marketing journal, Elsevier, vol. 20(4), pages 282-296.

    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.