How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust

Ling, Shuai; Zheng, Can; Cho, Dongmin

doi:10.3390/bs13080672

Cited by 11 publications

(2 citation statements)

References 131 publications

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“…to enhance brand performance (Sherbin, 2013;Leake et al, 2012). Ling et al (2023) asserted that brand knowledge influences consumers' willingness to purchase the product and also strongly affects their post-purchase choices.…”

Section: Literature Reviewmentioning

confidence: 99%

Revisiting brand performance metrics and its impact on customer loyalty in Indian banking sector: role of relational quality and duration

Chahal,

Bala

2023

JIBR

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Purpose The purpose of this study is to revisit brand performance metrics (BPMs) (brand affinity, brand content and knowledge, brand image, brand ethics and brand value) and evaluate the moderated mediation effect of relationship quality (mediator) and relationship duration (moderator) in brand performance and customer loyalty relationship in an Indian banking context. Design/methodology/approach The research model was tested in the Indian banking sector. The primary data was collected from the 1,000 account holders of five Indian public and private banks. The data was analysed and validated using exploratory factor analysis and confirmatory factor analysis. Structural equation modelling and the Hayes process were used for testing the hypotheses. Findings The study results established BPMs as a four-dimensional structure comprising brand affinity, brand content and knowledge, brand image, brand ethics and brand value. The BPMs significantly positively impact relational quality (RQ) and customer loyalty. Further results also prove the existence of moderated mediation effect on BPMs and customer loyalty link and portray that the impact of BPMs on customer loyalty is mediated by the RQ and influenced by relationship duration. Research limitations/implications The study is confined to the Indian banking sector. It did not examine the dimension-wise impact of brand performance indicators on RQ and customer loyalty. Future research is required to explore their influence in banking and other sectors. Practical implications The study findings suggest that to enhance brand performance, banks need to follow excellence in every conduct, take immediate actions against inappropriate behaviour, consistently update their relevant and valuable contents (news, videos, white papers, e-books, case studies, FAQ’s, photos, etc.) on their websites and also introduce loyalty schemes to reimburse customers’ interests with some substantial benefits such as rebates, discounts, annual gifts and extraordinary or additional services. These strategies can pave the way for enhancing long-term quality relationships between customers and their service providers and increasing customer loyalty. Originality/value To the best of the authors’ knowledge, the study is a maiden attempt to assess the effect of BPMs on customer loyalty in the presence of RQ and at the value of relationship duration/length. Besides, the study results also prove the existence of moderated mediation effect and portray that the impact of customer equity and relational benefits on customer loyalty is influenced by relationship duration and mediated by RQ.

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Section: Literature Reviewmentioning

confidence: 99%

Revisiting brand performance metrics and its impact on customer loyalty in Indian banking sector: role of relational quality and duration

Chahal,

Bala

2023

JIBR

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“…Knowledge can have a significant impact on perceived value (Bering et al, 2019). Based on research conducted by Ling et al (2023), brand knowledge has a significant positive impact on perceived value. Specifically, the more consumers know about a brand and the more frequently they encounter it, the more they value it.…”

Section: Tourist Knowledge On Perceived Valuementioning

confidence: 99%

The Mediating Role of Social Media Use and Perceived Value between Tourist Knowledge and Tourist Attitudes: A Study on the Digital Native Generation

Yudhistira,

Kurniasari,

Bambang

2023

J. Theor. Appl. Manage.

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Objective: This study examines the relationship between tourist knowledge and attitudes mediated by social media use and perceived value. Design/Methods/Approach: Data was collected using a questionnaire with a judgment sampling technique. A total of 358 participants from the Gen Z generation were chosen for the study. The data was analyzed using the Partial Least Square Structural Equation Model (PLS-SEM) through outer and inner models, using SmartPLS 4. Findings: The research findings indicate that the level of tourist knowledge does not have a direct impact on their attitudes. However, it indirectly affects their attitudes through mediating factors such as social media use and perceived value. Originality: This research adopts the KAB (Knowledge Attitude Behaviour) theory and extends previous studies' results by adding mediation from the constructs of social media use and perceived value. This study aims to fill this gap by examining the relationship between tourist knowledge and attitudes toward visiting a destination while also investigating the mediating roles of perceived value and social media use. Practical/Policy implication: To promote knowledge and positive attitudes towards a destination, stakeholders must ensure that the perceived value remains excellent. It necessitates understanding the destination well and highlighting its unique value to visitors through attractions, prices, or other relevant variables. Therefore, to cultivate awareness and favorable opinions toward a destination, stakeholders must dedicate themselves to upholding its perceived value.

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Impact of Price Fairness and Quality on Consumer Satisfaction towards Gluten-free Food: Mediating Role of Perceived Value

Sharma,

Gupta

2024

Journal of International Food & Agribusiness Marketing

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How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust

Cited by 11 publications

References 131 publications

Revisiting brand performance metrics and its impact on customer loyalty in Indian banking sector: role of relational quality and duration

Revisiting brand performance metrics and its impact on customer loyalty in Indian banking sector: role of relational quality and duration

The Mediating Role of Social Media Use and Perceived Value between Tourist Knowledge and Tourist Attitudes: A Study on the Digital Native Generation

Impact of Price Fairness and Quality on Consumer Satisfaction towards Gluten-free Food: Mediating Role of Perceived Value

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