The role of consumer determinants in the relationship between brand equity and behavioral intentions

Abstract

The purpose of this study is to examine the relationship between brand equity and behavioral intentions (i.e., repurchase, recommend) as well as the moderating role of consumer determinants (i.e., trust, satisfaction, perceived electronic word-of-mouth) in this relationship within hedonic and utilitarian high-involvement product settings. The study employs a quantitative approach in which the cross-sectional survey was made to collect the data in Bangkok, Thailand. A total of 423 target samples aged from 18 to 25, studying and/or working in inner areas, were collected. The findings illustrate that brand equity is positively related to behavioral intentions in both contexts. Additionally, trust, customer satisfaction, and perceived electronic word-of-mouth are found to moderate the strength of the relationship between brand equity and behavioral intentions towards hedonic products. Nevertheless, the findings reveal that neither trust, customer satisfaction, nor perceived electronic word-of-mouth can change or moderate the strength of the effect of brand equity on behavioral intentions in the case of utilitarian goods.