An integrative approach to investigate antecedents, moderators and consequences of brand equity
An integrative approach to investigate antecedents, moderators and consequences of brand equity
The results show that all moderators have moderating effect on the influences of brand association and perceived quality on brand equity. Furthermore, involvement, switching costs, age, income, and loyalty program participation have moderating effect on the influence of brand equity on purchase intention. In contrast, gender and relationship age with brand have no moderating effect on the influence of brand equity on purchase intention. Since previous studies regarding the moderators of brand eq