Examining the Role of Psychographic Segments "VALS" as a Mediating Variable between Brand Resonance Emotional Building Blocks and Online Repurchase Intentions: An Applied Study on Luxury Fashion Products
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Salah, Perihan A. Mohsen (Author) |
| مؤلفين آخرين: | Elmeniawy, Aisha (Co-Author), El Borsally, Azza (Co-Author) |
| المجلد/العدد: | ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2022
|
| الشهر: | يوليو |
| الصفحات: | 1469 - 1506 |
| ISSN: |
2636-2562 |
| رقم MD: | 1373321 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Brand Resonance | Emotional Brand Resonance | Brand Salience | Brand Imagery | Brand Feeling | High Resource Psychographic Segments | Innovators | Acheivers | Experiencers | Thinkers | Introduction
|
| رابط المحتوى: |
عدد مرات التحميل
2
| المستخلص: |
The purpose of this paper is to examine how the emotional brand resonance building blocks affects the online repurchase intention through the high resource psychographic segments in terms of innovators, thinkers, achievers, and experiencers. By employing self-administered questionnaires, the data on 400 respondents were collected from Internet users who regularly use online shopping groups and pages on social networking tools such as Facebook and Instagram during the research period. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and the Structural Equation Modeling (SEM) were conducted to test the hypotheses. The study supports the hypotheses regarding the impacts of emotional brand resonance building blocks on the online repurchase intention. The mediating effects of high resources psychographic segments type are founded in relationships between emotional brand resonance (Brand Salience, Brand Imagery and Brand Feeling) and the online repurchase intention. Given the exploratory nature of this approach, there are methodological limitations in generalizing research findings. Nevertheless, the study solidifies brand theory by understanding the building blocks of emotional, and the effects of highly resourced phsycographic segments that enrich brand experience departments in online purchase intent for luxury fashion brands. This study implies that emotional building blocks in terms of brand salience, brand feeling and brand imagery through phsycographic segments (innovators, thinkers, achievers, and experiencers) in online repurchase intention setting has a huge business potential to concrete consumer and brand value. |
|---|---|
| ISSN: |
2636-2562 |
عناصر مشابهة
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