Articlediamond2019

Brand awareness as predictors of repurchase intention: Brand attitude as a moderator

Nurlaely Razak · Orfyanny S. Themba · Herman Sjahruddin

34 citations0/0 files storedAdvances in Social Sciences Research Journal

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

This study empirically investigates the moderating effect of brand attitude on the relationship between brand awareness and repurchases intention. The study proposes that the brand attitude acts as a quasi-moderator of the relationship between brand awareness and repurchase intention. The results support the predictions of the study. The results indicate that brand attitude moderates the relationship between brand awareness and repurchase intention such that when brand attitude is high, the relationship between brand awareness and repurchase intention is positive, and vice versa, when the brand attitude is low, the relationship between brand awareness and repurchase intention is negative. Furthermore, the results reveal that brand awareness and brand attitude has a positive relationship to repurchase intention. In other exploration results, found consumer-specific characteristics affect brand awareness. Consumer characteristics (e.g., ages, gender, and frequency of consumption (in times per month)) are not significantly and positively related to brand awareness, furthermore consumer characteristics is significantly and positively related to brand attitude

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1992Measuring Service Quality: A Reexamination and Extension 2015Common Method Bias in PLS-SEM 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1996Measuring Brand Equity Across Products and Markets 1990Consumer Evaluations of Brand Extensions 2003Brand Synthesis: The Multidimensionality of Brand Knowledge

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