期刊刊名：管理科學研究 　 卷期：15卷2期

篇名出版日期：2021年12月1日

作者：Ying-Kai Liao, Chia-Sheng Hung, Ho-Hsiang Liao,廖英凱,洪嘉聲,廖鶴翔

語言：English

關鍵字：relational moderators, psychological moderatorss, brand equity, brand preference, brand involvement, alternative brand attractiveness, word-of-mouth,品牌權益 , 關係調節變數, 心理調節變數, 品牌偏好, 品牌涉入, 替代品牌吸引力, 口碑

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摘要：
A strong brand can provide a series of benefits for a firm, including a greater customer loyalty, more licensing, both brand extension opportunities, and higher resiliency to response to price change, which may further result in higher profit margin. However, the moderating effects of relevant variables on brand equity are still in lack of study. Therefore, the objectives of this study are as follows: (1) To verify the influences of brand equity on brand preference, behavior intention, and WOM; and (2) To investigate the moderating effects of relational and psychological variables for the influences of brand equity on brand preferences, behavior intention, and word-of-mouth. The survey data was collected via intercept interviews in the malls, the department stores, or other convenient space. Respondents were asked to express their real consumption experience with their favorite brand. A total 353 data were collected, and PLS-SEM was adopted to do data analysis. The study's results suggested that both relational and psychological variables have significant moderating effects that can accelerate the influences of brand equity on brand preference, behavioral intention, and WOM. Specifically, respondents who perceived lower alternative attractiveness of a brand, higher product/brand involvement, higher switching costs, higher brand love, higher brand commitment, and higher expectation, can serve as significant promoters to amplify the influence of brand equity on brand preference, intention, and WOM. These findings can provide important reference for both academic and practical sectors.

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