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The Mediation Effect of Psychographic Segments on the Relation between Brand Resonance Rational Building Blocks and Egyptian Consumers Online Repurchase Intentions of Luxury Brands: 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: | 1429 - 1467 |
| ISSN: |
2636-2562 |
| رقم MD: | 1373313 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Brand Resonance | Rational Brand Resonance | Brand Salience | Brand Performance | Brand Judgment | High Resource Psychographic Segments | Innovators | Acheivers | Experiencers | Thinkers
|
| رابط المحتوى: |
عدد مرات التحميل
15
| المستخلص: |
The goal of this study is to investigate how rational brand resonance influences online repurchase intention by high-resource psychographic groups such as innovators, thinkers, achievers, and experiencers. Through the use of self-administered questionnaires, data of 400 Internet users who regularly use online shopping groups and pages on social networking tools such as Facebook and Instagram were collected during the research period. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) were performed to test hypotheses and proposals. The study supports most of the hypotheses and suggestions Fregarding the effect of the building blocks of rational brand resonance on online repurchase intent. Mediation effects of high-resource psychological segments type were established in the relationships between rational brand resonance (brand salience, brand performance, and brand judgment) and online repurchase intent. Due to the exploratory character of this methodology, generalising study findings has methodological constraints. Nonetheless, the study contributes to brand theory by elucidating the components of brand rational resonance, as well as the impact of highly resourced psychographic groups on online repurchase intent for luxury apparel companies.. This study indicates that the rational building blocks in terms of brand salience, brand performance and brand judgment by phsycographic segments (innovators, thinkers, achievers and experiencers) in preparing online repurchase intent have a great business potential to specify consumer and brand value. |
|---|---|
| ISSN: |
2636-2562 |
عناصر مشابهة
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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
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