IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i18p7478-d412067.html
   My bibliography  Save this article

The Influence of Brand Image on Brand Extension Evaluation: Design of the Living Intention Service Model and Brand Positioning of a Retirement Community

Author

Listed:
  • Tsai-Hsuan Tsai

    (Department of Industrial Design, Chang Gung University, Taoyuan 33302, Taiwan
    Graduate Institute of Business and Management, Chang Gung University, Taoyuan 33302, Taiwan
    Department of Physical Medicine and Rehabilitation, Chang Gung Memorial Hospital, Taoyuan 33305, Taiwan
    Department of Visual Communication Design, Ming-Chi University of Technology, New Taipei City 24301, Taiwan)

  • Alice M. K. Wong

    (Department of Physical Medicine and Rehabilitation, Chang Gung Memorial Hospital, Taoyuan 33305, Taiwan
    Product Design and Development Laboratory, Taoyuan 33343, Taiwan
    These authors contributed equally to this work.)

  • Hsiu-Feng Lee

    (Graduate Institute of Business and Management, Chang Gung University, Taoyuan 33302, Taiwan)

  • Kevin C. Tseng

    (Product Design and Development Laboratory, Taoyuan 33343, Taiwan
    Department of Industrial Design, National Taipei University of Technology, Taipei 10608, Taiwan)

Abstract

The proportion of the elderly in Taiwan’s population has been increasing in recent years. In the context of ageing and a low birth rate, retirement care for the elderly has become a serious challenge but remains underresearched. Choosing a retirement community that meets the needs of the elderly by considering their health and leisure activities and providing housing has become an important ageing-related topic. Therefore, this study aims to investigate whether the living intention of the elderly when choosing a retirement community is affected by brand attachment, high partner quality, brand trust and commitment, and brand self-congruence. A living intention service model is proposed and an empirical study is conducted with 101 random residents of Chang Gung Health and Culture Village (CGHCV) to measure the constructs proposed in the model. The results show that self-congruence and partner quality did not have a significant impact on the elderly’s brand trust and commitment, likely because when choosing their last residence, unlike when buying general consumer products, the elderly attach more importance to healthcare brands, which in turn affects their living intention.

Suggested Citation

  • Tsai-Hsuan Tsai & Alice M. K. Wong & Hsiu-Feng Lee & Kevin C. Tseng, 2020. "The Influence of Brand Image on Brand Extension Evaluation: Design of the Living Intention Service Model and Brand Positioning of a Retirement Community," Sustainability, MDPI, vol. 12(18), pages 1-17, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7478-:d:412067
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/18/7478/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/18/7478/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gilles Laurent & Raphaelle Lambert-Pandraud & Eric Lapersonne, 2005. "Repeat Purchasing of New Automobiles by Older Consumers: Empirical Evidence and Interpretations," Post-Print hal-00458431, HAL.
    2. Patti Williams & Aimee Drolet, 2005. "Age-Related Differences in Responses to Emotional Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 343-354, December.
    3. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    4. Zhou, Zhimin & Zhang, Qiyuan & Su, Chenting & Zhou, Nan, 2012. "How do brand communities generate brand relationships? Intermediate mechanisms," Journal of Business Research, Elsevier, vol. 65(7), pages 890-895.
    5. Sandor Czellar & D. Sprott & E. Spangenberg, 2009. "The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale," Post-Print hal-00458392, HAL.
    6. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    7. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
    8. Marko Sarstedt & Jun-Hwa Cheah, 2019. "Partial least squares structural equation modeling using SmartPLS: a software review," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 196-202, September.
    9. Daniel Z. Levin & Rob Cross, 2004. "The Strength of Weak Ties You Can Trust: The Mediating Role of Trust in Effective Knowledge Transfer," Management Science, INFORMS, vol. 50(11), pages 1477-1490, November.
    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. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    2. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    3. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    4. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    5. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    6. Kuppelwieser, Volker G. & Sarstedt, Marko & Tuzovic, Sven, 2014. "The role of context and motivation variables in mobile commerce usage — A further perspective on Chong (2013)," Technological Forecasting and Social Change, Elsevier, vol. 88(C), pages 156-161.
    7. He, Yi & Chen, Qimei & Lee, Ruby P. & Wang, Yonggui & Pohlmann, Attila, 2017. "Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 1-11.
    8. Kuppelwieser, Volker G., 2016. "Towards the use of chronological age in research – A cautionary comment," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 17-22.
    9. Kuo, Ying-Feng & Feng, Lien-Hui, 2013. "Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities," International Journal of Information Management, Elsevier, vol. 33(6), pages 948-962.
    10. Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
    11. Carolyn Yoon & Gilles Laurent & Helene Fung & Richard Gonzalez & Angela Gutchess & Trey Hedden & Raphaëlle Lambert-Pandraud & Mara Mather & Denise Park & Ellen Peters & Ian Skurnik, 2005. "Cognition, Persuasion and Decision Making in Older Consumers," Marketing Letters, Springer, vol. 16(3), pages 429-441, December.
    12. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    13. Douglas R. Ewing & Chris T. Allen, 2017. "Self-congruence is not everything for a brand: initial evidence supporting the relevance of identity cultivation in a college student role-identity context," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 405-422, October.
    14. Irina T. Toteva & Selen Savas-Hall & Justin R. Hall, 2024. "Self-concept and brand loyalty: Insights from major life events and coping mechanisms," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 79-93, January.
    15. Roschk, Holger & Müller, Jana & Gelbrich, Katja, 2013. "Age matters: How developmental stages of adulthood affect customer reaction to complaint handling efforts," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 154-164.
    16. Cassandra France & Bill Merrilees & Dale Miller, 2016. "An integrated model of customer-brand engagement: Drivers and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 119-136, March.
    17. Cheah, Jun-Hwa & Waller, David & Thaichon, Park & Ting, Hiram & Lim, Xin-Jean, 2020. "Price image and the sugrophobia effect on luxury retail purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    18. Jenniina Sihvonen, 2019. "Understanding the drivers of consumer–brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 583-594, September.
    19. Kuppelwieser, Volker G. & Sarstedt, Marko, 2014. "Exploring the influence of customers' time horizon perspectives on the satisfaction–loyalty link," Journal of Business Research, Elsevier, vol. 67(12), pages 2620-2627.
    20. Lim, Heejin & Kumar, Archana, 2019. "Variations in consumers’ use of brand online social networking: A uses and gratifications approach," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 450-457.

    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:gam:jsusta:v:12:y:2020:i:18:p:7478-:d:412067. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.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.