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Cluster Computing

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06.10.2017

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

verfasst von: Baoli Wang, Yubi Gao, Zhenxing Su, Jing Li

Erschienen in: Cluster Computing | Sonderheft 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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Titel: The structural equation analysis of perceived product innovativeness upon brand loyalty based on the computation of reliability and validity analysis
verfasst von: Baoli Wang
Yubi Gao
Zhenxing Su
Jing Li
Publikationsdatum: 06.10.2017
Verlag: Springer US
Erschienen in: Cluster Computing / Ausgabe Sonderheft 4/2019
Print ISSN: 1386-7857
Elektronische ISSN: 1573-7543
DOI: https://doi.org/10.1007/s10586-017-1218-4

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