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The role of brand innovativeness and customer hope in developing online repurchase intentions
Fazal-e-Hasan, Muhammad Ahmadi, Hormoz Kelly, Louise Lings, Ian
Fazal-e-Hasan, Muhammad
Ahmadi, Hormoz
Kelly, Louise
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.
Keywords
Brand innovativeness, Customer hope, Brand satisfaction, Repurchase intentions, Product knowledge
Date
2019
Type
Journal article
Journal
Journal of Brand Management
Book
Volume
26
Issue
2
Page Range
85-89
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
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Relation URI
Source URL
Event URL
Open Access Status
License
File Access
Controlled