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Moderating effect of the type of brand on the belief-attitude-behaviour model

 

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Opened Access Moderating effect of the type of brand on the belief-attitude-behaviour model
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Author: Llonch Andreu, Joan
López Lomelí, Miguel Ángel
Rialp Criado, Josep
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 1540-1555
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: Drawing from the Signaling theory we built a model of the moderating effects of the type of brand in a belief-attitude-behaviour model, namely brand evaluation, brand attitude and purchase intention. We empirically test this model with 400 consumers in Mexico. Previously we had conducted another survey with also 400 Mexican consumers to classify brands into global, local and glocal. Our results suggest that brand quality, brand familiarity and brand image are common factors that positively influence brand attitude for the three brand categories. In addition, brand attitude is closely linked to brand purchase intention. Moreover, the type of brand moderates the relationship between brand quality and brand attitude, and between brand attitude and brand purchase intention, the relationship being weaker for glocal brands than for local or global.
Cite: Llonch Andreu, J., López Lomelí, M.Á. y Rialp Criado, J. (2017). Moderating effect of the type of brand on the belief-attitude-behaviour model. En XXIX Congreso de Marketing AEMARK (1540-1555), Sevilla: ESIC.
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URI: https://hdl.handle.net/11441/78096

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