The role of brand innovativeness and customer hope in developing online repurchase intentions

Journal article

Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Kelly, Louise and Lings, Ian. (2019). The role of brand innovativeness and customer hope in developing online repurchase intentions. Journal of Brand Management. 26(2), pp. 85 - 89. https://doi.org/10.1057/s41262-018-0122-4
AuthorsFazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Kelly, Louise and Lings, Ian
Abstract

This study considers the role of customer hope in the online purchasing environment. It presents a model which positions customer-perceived brand innovativeness as an antecedent to customer hope, and customer brand satisfaction as a consequence of customer hope and as a predictor of repeat purchase intentions. The model was tested using survey data from 418 Australian respondents. The results suggest a potential moderating effect of product knowledge on the relationship between perceived brand innovativeness and customer hope. For marketing theorists, specifically those interested in online marketing, the study advances knowledge of how customers’ perceptions of brand innovativeness are contingent on their emotions (hope), attitudes (brand satisfaction) and behaviours (brand repurchase intentions). For managers, our study provides useful insights for investing in innovative brands to stimulate repeat purchase intentions in an online setting.

KeywordsBrand innovativeness; Customer hope; Brand satisfaction; Repurchase intentions; Product knowledge
Year2019
JournalJournal of Brand Management
Journal citation26 (2), pp. 85 - 89
ISSN1479-1803
Digital Object Identifier (DOI)https://doi.org/10.1057/s41262-018-0122-4
Scopus EID2-s2.0-85046886581
Page range85 - 89
Research GroupPeter Faber Business School
Publisher's version
File Access Level
Controlled
Permalink -

https://acuresearchbank.acu.edu.au/item/87vw5/the-role-of-brand-innovativeness-and-customer-hope-in-developing-online-repurchase-intentions

Log in to edit

Restricted files

Publisher's version

  • 165
    total views
  • 0
    total downloads
  • 6
    views this month
  • 0
    downloads this month
These values are for the period from 19th October 2020, when this repository was created.

Export as

Related outputs

How tourists’ negative and positive emotions motivate their intentions to reduce food waste
Fazal-e-Hasan, Syed Muhammad, Mortimer, Gary, Ahmadi, Hormoz, Abid, Muhammad, Farooque, Omar and Amrollahi, Ali. (2024). How tourists’ negative and positive emotions motivate their intentions to reduce food waste. Journal of Sustainable Tourism. 32(10), pp. 2039-2059. https://doi.org/10.1080/09669582.2023.2264539
Examining the impact of tourists’ hope, knowledge and perceived value on online hotel booking intentions
Fazal-e-Hasan, Syed Muhammad, Mortimer, Gary, Ahmadi, Hormoz, Adil, Mohd. and Sadiq, Mohd. (2024). Examining the impact of tourists’ hope, knowledge and perceived value on online hotel booking intentions. Asia Pacific Journal of Tourism Research. 29(6), pp. 719-735. https://doi.org/10.1080/10941665.2024.2343058
Exploring new product development team problem-solving creativity in the base of the pyramid B2B firms
Getnet, Hailu, O’Cass, Aron, Siahtiri, Vida and Ahmadi, Hormoz. (2024). Exploring new product development team problem-solving creativity in the base of the pyramid B2B firms. Journal of Business and Industrial Marketing. 39(5), pp. 889-901. https://doi.org/10.1108/JBIM-08-2022-0365
Communication strategies : Encouraging healthy diets for on-the-go consumption
Jebarajakirthy, Charles, Das, Manish, Rundle-Thiele, Sharyn and Ahmadi, Hormoz. (2023). Communication strategies : Encouraging healthy diets for on-the-go consumption. Journal of Consumer Marketing. 40(1), pp. 27-43. https://doi.org/10.1108/JCM-06-2021-4693
The role of green innovation and hope in employee retention
Fazal-e-Hasan, Syed Muhammad, Ahmadi, Hormoz, Sekhon, Harjit, Mortimer, Gary, Sadiq, Mohd, Kharouf, Husni and Abid, Muhammad. (2023). The role of green innovation and hope in employee retention. Business Strategy And The Environment. 32(1), pp. 220-239. https://doi.org/10.1002/bse.3126
Does functional diversity in interfirm collaborations lead to innovation diversity? Firm-level evidence from the Australian food industry*
Azeem, Muhammad Masood, Fazal-e-Hasan, Syed, Gutiérrez, Leopoldo and Baker, Derek. (2022). Does functional diversity in interfirm collaborations lead to innovation diversity? Firm-level evidence from the Australian food industry*. The Australian Journal of Agricultural and Resource Economics. 66(3), pp. 612-637. https://doi.org/10.1111/1467-8489.12482
A comparative analysis of the principal component analysis and entropy weight methods to establish the indexing measurement
Wu, Robert M. X., Zhang, Zhongwu, Yan, Wanjun, Fan, Jianfeng, Gou, Jinwen, Liu, Bao, Gide, Ergun, Soar, Jeffrey, Shen, Bo, Fazal-e-Hasan, Syed, Liu, Zengquan, Zhang, Peng, Wang, Peilin, Cui, Xinxin, Peng, Zhanfei and Wang, Ya. (2022). A comparative analysis of the principal component analysis and entropy weight methods to establish the indexing measurement. PLoS ONE. 17(1), p. Article e0262261. https://doi.org/10.1371/journal.pone.0262261
The path to game-day attendance runs through sports fan rituals
Fazal-e-Hasan, Syed Muhammad, Neale, Larry, Sekhon, Harjit, Mortimer, Gary, Brittain, Ian and Sekhon, Jaswinder. (2021). The path to game-day attendance runs through sports fan rituals. Journal of Business Research. 137, pp. 308-318. https://doi.org/10.1016/j.jbusres.2021.08.024
Examining the consequences of customer-oriented deviance in retail
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad and Strebel, Judi. (2021). Examining the consequences of customer-oriented deviance in retail. Journal of Retailing and Consumer Services. 58, p. Article 102315. https://doi.org/10.1016/j.jretconser.2020.102315
A multi-method approach to examining consumer intentions to use smart retail technology
Fazal-e-Hasan, Syed Muhammad, Amrollahi, Alireza, Mortimer, Gary, Adapa, Sujana and Balaji, M. S.. (2021). A multi-method approach to examining consumer intentions to use smart retail technology. Computers in Human Behavior. 117, p. 106622. https://doi.org/10.1016/j.chb.2020.106622
The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers
Fazal-e-Hasan, Syed Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Sekhon, Harjit, Kharouf, Husni and Jebarajakirthy, Charles. (2020). The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers. Australasian Marketing Journal. 28(4), pp. 349-360. https://doi.org/10.1016/j.ausmj.2020.07.004
How gratitude improves relationship marketing outcomes for young consumers
Fazal-e-Hasan, Syed, Mortimer, Gary, Lings, Ian and Kaur, Gurjeet. (2020). How gratitude improves relationship marketing outcomes for young consumers. Journal of Consumer Marketing. 37(7), pp. 713-727. https://doi.org/10.1108/JCM-10-2019-3446
Is the meaning of ethical leadership constant across cultures? A test of cross-cultural measurement invariance
Ahmad, Saima, Fazal-e-Hasan, Syed Muhammad and Kaleem, Ahmad. (2020). Is the meaning of ethical leadership constant across cultures? A test of cross-cultural measurement invariance. International Journal of Manpower. https://doi.org/10.1108/IJM-02-2019-0079
Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad, Grimmer, Martin and Grimmer, Louise. (2020). Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions. Journal of Retailing and Consumer Services. 55, pp. 1 - 13. https://doi.org/10.1016/j.jretconser.2020.102115
Examining the antecedents and consequences of perceived shopping value through smart retail technology
Adapa, Sujana, Fazal-e-Hasan, Syed Muhammad, Makam, Sathyaprakash Balaji, Azeem, Muhammad Masood and Mortimer, Gary. (2020). Examining the antecedents and consequences of perceived shopping value through smart retail technology. Journal of Retailing and Consumer Services. 52, pp. 1 - 11. https://doi.org/10.1016/j.jretconser.2019.101901
Supporting product innovativeness and customer value at the bottom of the pyramid through context-specific capabilities and social ties
Getnet, Hailu, O'Cass, Aron, Ahmadi, Hormoz and Siahtiri, Vida. (2019). Supporting product innovativeness and customer value at the bottom of the pyramid through context-specific capabilities and social ties. Industrial Marketing Management. 83, pp. 70-80. https://doi.org/10.1016/j.indmarman.2018.11.002
Examining consumer purchase intentions of non‐prescription medicines in supermarkets and community pharmacies
Mortimer, Gary, Grimmer, Louise and Fazal-e-Hasan, Syed M.. (2019). Examining consumer purchase intentions of non‐prescription medicines in supermarkets and community pharmacies. International Journal of Pharmacy Practice. 27(3), pp. 232-240. https://doi.org/10.1111/ijpp.12494
Segmenting Brands' Social Network Site (SNS) consumers : A four-country study
Andrews, Lynda, Bianchi, Constanza, Wiese, Melanie, Cuneo, Andrés and Fazal E. Hasan, Syed. (2019). Segmenting Brands' Social Network Site (SNS) consumers : A four-country study. Journal of International Consumer Marketing. 31(1), pp. 22-38. https://doi.org/10.1080/08961530.2018.1475273
Feel, think, avoid: Testing a new model of advertising avoidance
Kelly, Louise, Kerr, Gayle, Drennan, Judy and Fazal-e-Hasan, Syed Muhammad. (2019). Feel, think, avoid: Testing a new model of advertising avoidance. Journal of Marketing Communications. 27(4), pp. 343-364. https://doi.org/10.1080/13527266.2019.1666902
Examining customer-oriented positive deviance intentions of retail employees
Fazal-e-Hasan, Muhammad, Mortimer, Gary, Lings, Ian N. and Drennan, Judy. (2019). Examining customer-oriented positive deviance intentions of retail employees. International Journal of Retail and Distribution Management. 47(8), pp. 836 - 854. https://doi.org/10.1108/IJRDM-10-2018-0235
Managing relationships: Insights from a student gratitude model
Fazal-e-Hasan, Syed Muhammad, Mortimer, Gary, Lings, Ian, Sekhon, Harjit and Howell, Kerry. (2019). Managing relationships: Insights from a student gratitude model. Research in Higher Education. https://doi.org/10.1007/s11162-019-09576-6
The role of effective communication and trustworthiness in determining guests’ loyalty
Kharouf, Husni, Sekhon, Harjit, Fazal-e-Hasan, Syed Muhammad, Hickman, Ellie and Mortimer, Gary. (2019). The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing and Management. 28(2), pp. 240 - 262. https://doi.org/10.1080/19368623.2018.1505574
How ethical leadership stimulates academics’ retention in universities : The mediating role of job-related affective well-being
Ahmad, Saima, Fazal-e-Hasan, Syed Muhammad and Kaleem, Ahmad. (2018). How ethical leadership stimulates academics’ retention in universities : The mediating role of job-related affective well-being. International Journal of Educational Management. 32(7), pp. 1348-1362. https://doi.org/10.1108/IJEM-11-2017-0324
Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment
Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Grimmer, Martin and Kelly, Louise. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services. 41, pp. 101 - 111. https://doi.org/10.1016/j.jretconser.2017.12.004
Transforming entrepreneurial posture into a superior first product market position via dynamic capabilities and TMT prior start-up experience
Ahmadi, Hormoz and O'Cass, Aron. (2018). Transforming entrepreneurial posture into a superior first product market position via dynamic capabilities and TMT prior start-up experience. Industrial Marketing Management. 68, pp. 95 - 105. https://doi.org/10.1016/j.indmarman.2017.10.008
Train the child and teach the adult: Developing intervention strategies for increasing seafood consumption
Birch, Dawn, David, Dean, Fazal-e-Hasan, Syed Muhammad and Lawley, Meredith. (2018). Train the child and teach the adult: Developing intervention strategies for increasing seafood consumption. Journal of Consumer Behaviour. 17(4), pp. 426 - 438. https://doi.org/10.1002/cb.1719
Measuring the experience of off-price fashion shopping: scale development and validation "The role of effective communication and trustworthiness in determining guests’ loyalty"
Mortimer, Gary, Fazal-e-Hasan, Syed Muhammad, O'Donnell, Kathleen A. and Strebel, Judi. (2018). Measuring the experience of off-price fashion shopping: scale development and validation "The role of effective communication and trustworthiness in determining guests’ loyalty". Journal of Fashion Marketing and Management. 22(4), pp. 454 - 475. https://doi.org/10.1108/JFMM-01-2018-0005
How gratitude influences customer word-of-mouth intentions and involvement : The mediating role of affective commitment
Fazal-e-Hasan, Syed Muhammad, Lings, Ian N., Mortimer, Gary and Neale, Larry. (2017). How gratitude influences customer word-of-mouth intentions and involvement : The mediating role of affective commitment. Journal of Marketing Theory and Practice. 25(2), pp. 200-211. https://doi.org/10.1080/10696679.2016.1270769
The role of entrepreneurial marketing in new technology ventures first product commercialisation
Ahmadi, Hormoz and O'Cass, Aron. (2016). The role of entrepreneurial marketing in new technology ventures first product commercialisation. Journal of Strategic Marketing. 24(1), pp. 47 - 60. https://doi.org/10.1080/0965254X.2015.1035039
Development and validation of the Self-Gifting Consumer Behaviour scale
Mortimer, Gary, Bagoure, Ursula and Fazal-e-Hasan, Muhammad. (2015). Development and validation of the Self-Gifting Consumer Behaviour scale. Journal of Consumer Behaviour: An international research review. 14(3), pp. 165 - 179. https://doi.org/10.1002/cb.1506
Product resource–capability complementarity, integration mechanisms, and first product advantage
Ahmadi, Hormoz, O'Cass, Aron and Miles, Morgan. (2014). Product resource–capability complementarity, integration mechanisms, and first product advantage. Journal of Business Research. 67(5), pp. 704 - 709. https://doi.org/10.1016/j.jbusres.2013.11.031