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Cluster Computing
Published in: Cluster Computing 4/2019

06-10-2017

The structural equation analysis of perceived product innovativeness upon brand loyalty based on the computation of reliability and validity analysis

Authors: Baoli Wang, Yubi Gao, Zhenxing Su, Jing Li

Published in: Cluster Computing | Special Issue 4/2019

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Abstract

Based on the theory of perceived product innovativeness and brand value, this study divides perceived product innovativeness into perceived newness and perceived meaningfulness, while introducing brand image and customer perceived value as mediators and consumer innovativeness as moderator to study the influence mechanism of consumer perceived product innovativeness on brand loyalty. Our research results show that: perceived product innovativeness will not only have a significant positive impact on brand loyalty, but will also have an indirect positive impact on brand loyalty through brand image and customer perceived value; furthermore, consumer innovativeness positively regulates the impact of perceived product innovation on brand image, but has no significant moderating effect on the relationship of perceived product innovativeness and brand loyalty. These findings also provide a theoretical basis for enterprises to improve consumer brand loyalty, excavate potential customers, and focus on brand experience.
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Appendix
Available only for authorised users
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Metadata
Title
The structural equation analysis of perceived product innovativeness upon brand loyalty based on the computation of reliability and validity analysis
Authors
Baoli Wang
Yubi Gao
Zhenxing Su
Jing Li
Publication date
06-10-2017
Publisher
Springer US
Published in
Cluster Computing / Issue Special Issue 4/2019
Print ISSN: 1386-7857
Electronic ISSN: 1573-7543
DOI
https://doi.org/10.1007/s10586-017-1218-4

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