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Studying the effect of prestige, credibility and brand image on repurchase intention

Number of pages: 152 File Format: word File Code: 30723
Year: 2016 University Degree: Master's degree Category: Management
Tags/Keywords: Brand credibility - Brand image - Brand prestige - Intention to buy again - perceived quality - Perceived risk
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  • Summary of Studying the effect of prestige, credibility and brand image on repurchase intention

    Dissertation

    To receive a master's degree

    Business-Marketing Management

    Abstract

    One of the most valuable assets of any company is its reputation, prestige and brand image. The greater the influence of these factors in the minds of consumers, the more the desire to buy the company's products increases and the company can achieve more benefits. The purpose of this research is to study the effect of prestige, credibility and brand image on repurchase intention. This study is applied in terms of results and descriptive in terms of purpose and has been done with a survey method. The statistical population of the research is mobile phone buyers in the city of Yazd, 213 people were selected as a sample using Cochran's sampling formula. Structural equation modeling method was used to analyze the collected data. The results show that brand credibility, brand prestige and brand image have a positive and significant effect on perceived quality and information cost savings. It was also found that brand reputation and image have a negative and significant effect on perceived risk. In addition, perceived quality and information cost savings have a positive and significant effect on repurchase intention. While perceived risk has a negative and significant effect on repurchase intention. Also, according to the findings of the research, brand prestige did not have a significant effect on perceived risk and perceived risk did not have a significant effect on information cost savings. In addition, the moderating effect of product involvement on the relationship between perceived quality and repurchase intention and the moderating effect of product knowledge on the relationship between perceived risk and repurchase intention were not accepted. 

    Keywords: brand credibility, brand prestige, brand image, perceived quality, perceived risk, repurchase intention

    Introduction

    The credibility and perceived value of non-commercial are often considered as two very important features that marketers need to adopt and build a strong non-commercial (Venerin [1], 2005). The credibility of a brand is the perceived trust in the ability and willingness to consistently deliver what is promised and provide great benefits to customers and companies. In fact, buying a reputable brand guarantees the customer a quality they can count on. For companies, a valid non-commercial means that marketing efforts will be more cost-effective due to the possibility of intensifying the acceptance of the message, thus causing more sales for companies following referrals and repeat purchases of customers. The articles show that advertising alone has limitations in shaping the credibility of strong brands, but it can enhance its credibility by adding expectations so that the customer will approve it when he buys and uses the product. Another important feature for building a strong brand is the presence of a high perceived value in a brand. Although many different dimensions of the perceived value of the product or brand name have been defined in the articles, the brand is linked with the quality perceived by the customer, a perception that only shows the overall quality and is not necessarily based on the knowledge of the customers regarding its specific features (Rahimi Hellari and others, 2008). Just as brand credibility may represent a more desirable and tangible part of perceived value, examining another competitive but different part of perceived value (such as brand prestige) together with brand credibility will reveal a more balanced and larger picture of the customer's decision process. 1-2) Statement of the Problem Despite the growing recognition of the importance of credibility, prestige, and brand image as brand attributes, very few studies have examined how credibility, prestige, and image The brand affects the customer's choice behavior. Understanding the combined mechanism of credibility, prestige and brand image in forming the willingness to buy a brand will be very important and effective for advertisers and marketers, as it will provide the necessary guidance in developing the brand's position through more appropriate advertising and non-commercialization strategies.  In addition, the reason for the existence of intense competitive pressures, one of the most important strategies through which companies can achieve a sustainable competitive advantage, is to improve the quality of products and reduce the risk perceived by consumers. Research in this field shows that improving the quality of products and reducing the risk perceived by consumers will bring valuable results for the companies and will eventually lead to the purchase of the company's products and profit for them.While few researches have investigated these factors on consumer's repurchase intention in the mobile phone industry. On the other hand, with the increase in customer expectations of product quality, it is considered as a competitive factor. For this reason, mobile phone manufacturing companies should review the quality of their products and by knowing the strengths and weaknesses of their products, they should be able to meet the expectations of their customers so that they can guarantee their survival. It is based on perceived risk and quality. 1-3) Importance and necessity of research Considering the growth of the mobile phone market in recent years and the necessity of planning mobile phone manufacturing companies in order to sell their products according to the needs and demands of customers, the marketers of these companies should seek appropriate planning for selling their products and keeping their customers. Since the sale of products is very important for companies, especially mobile phone manufacturers. For this reason, research in the field of repurchase intention and identifying factors affecting it is important. Therefore, nowadays, researches on the influence of brand dimensions on consumer's purchase intention have attracted the attention of researchers. Therefore, providing effective solutions that can take into account all the effective criteria in repeat purchases can be a great help to mobile phone manufacturers. Therefore, this research aims to investigate the effect of brand prestige, brand prestige and brand image on repurchase intention. 1-4) Research objectives 1-4-1) Determine the factors affecting repurchase intention. 1-4-2) Determine the effect of brand prestige on repurchase intention. 1-4-3) Determine the effect of brand reputation on repurchase intention. 1-4-4) Determining the effect of brand image on repurchase intention.

    1-5) Research questions

    1-5-1) What effect does brand reputation have on perceived quality?

    1-5-2) What effect does brand reputation have on information cost savings?

    1-5-3) What effect does brand reputation have on perceived risk?

    1-5-4) Brand prestige What effect does it have on perceived quality?

    1-5-5) What effect does brand prestige have on information cost savings?

    1-5-6) What effect does brand prestige have on perceived risk?

    1-5-7) What effect does brand image have on perceived quality?

    1-5-8) What effect does brand image have on information cost savings?

    1-5-9) What effect does brand image have on perceived risk?

    1-5-10) What effect does perceived risk have on information cost savings?

    1-5-11) What effect does perceived quality have on repurchase intention?

    1-5-12) What effect does information cost saving have on repurchase intention?

    1-5-13) What is perceived risk? Does it have an effect on repurchase intention?

    1-5-14) Is product involvement able to moderate the relationship between perceived quality and repurchase intention?

    1-5-15) Is product knowledge able to moderate the relationship between perceived risk and purchase intention?

    1-6) Research hypotheses and model presentation

    Hypothesis 1) Brand credibility has a positive and significant effect on perceived quality.

    Hypothesis 2) Brand reputation has a positive and significant effect on information cost savings.

    Hypothesis 3) Brand reputation has a negative and significant effect on perceived risk.

    Hypothesis 4) Brand prestige has a positive and significant effect on perceived quality.

    Hypothesis 5) Brand prestige has a positive and significant effect on information cost savings.

    Hypothesis 6) Brand prestige on risk. Perceived has a negative and significant effect. Hypothesis 7) Brand image has a positive and significant effect on perceived quality. Hypothesis 8) Brand image has a positive and significant effect on information cost savings. Hypothesis 9) Brand image has a negative and significant effect on perceived risk. Hypothesis 10) Perceived risk has a positive and significant effect on information cost savings.

    Hypothesis 11) Perceived quality has a positive and significant effect on repurchase intention.

  • Contents & References of Studying the effect of prestige, credibility and brand image on repurchase intention

    List:

    Table of Contents

    Chapter 1) General Research

    1-1) Introduction. 2

    1-2) Statement of the problem. 2

    1-3) The importance and necessity of research. 3

    1-4) research objectives. 4

    1-5) research questions. 4

    1-7) Definition of research terms. 6

    1-7-1) brand credibility 6

    1-7-2) brand prestige. 7

    1-7-3) Brand image. 7

    1-7-4) Perceived quality 7

    1-7-5) Information cost savings. 8

    1-7-6) Perceived risk 8

    1-7-7) Product involvement. 8

    1-7-8) Product knowledge. 9

    1-7-9) Repurchase intention. 9

    1-8) research area. 10

    1-8-1) Subject area. 10

    1-8-2) spatial territory. 10

    1-8-3) time domain. 10

    1-9) summary and conclusion. 10

     

     

    Chapter Two) Research Literature

    2-1) Introduction. 12

    2-2) Theoretical foundations of research. 13

    2-2-1) Brand. 13

    2-2-2) brand characteristics. 14

    2-2-3) The concept of brand prestige. 15

    2-2-4) The concept of brand credibility. 18

    2-2-5) The concept of brand image. 19

    2-2-6) The concept of perceived quality 21

    2-2-7) The concept of perceived risk 22

    2-2-8) The concept of information cost savings. 25

    2-2-9) The concept of product involvement. 25

    2-2-9-1) mental involvement of the consumer 26

    2-2-10) the concept of product knowledge. 27

    2-2-10-1) Received characteristics of the product. 28

    2-2-10-2) Characteristics of products. 28

    2-2-11) The concept of repurchase intention. 31

    2-2-11-1) The effect of five different dimensions of the mental image of price on purchase intention. 32

    2-2-11-2) The effect of social class on the purchase decision. 35

    2-2-11-3) Purchase process. 36

    2-2-11-4) Predicting buyers' behavior using Maslow's model. 37

    2-2-11-5) Understanding the purchase process. 39

    2-2-11-6) models related to purchase intention. 41

    2-2-11-6-1) Stephan Zilk model. 41

    2-2-11-6-2) Levy and Gandel model. 43

    2-3) Background of the research. 45

    2-3-1) Studies conducted inside the country 45

    2-3-2) Studies conducted abroad 52

    2-4) Development of hypotheses. 59

    2-5) summary and conclusion. 66

    Chapter III) Research Methodology

    3-1) Introduction. 68

    3-2) Research method. 68

    3-3) The statistical population of the research. 70

    3-4) sample size and sampling method. 70

    3-5) Methods and tools of information gathering. 71

    3-6) validity and reliability. 72

    3-6-1) Narrative. 72

    3-6-2) Reliability. 73

    3-6-2-1) factor analysis. 74

    3-7) Data analysis method 75

    3-8) Data analysis software 75

    3-9) Summary and conclusion. 75

    Chapter IV) Data Analysis

    4-1) Introduction. 78

    4-2) Descriptive statistics. 78

    4-2) Demographic characteristics. 78

    4-3) Inferential statistics. 80

    4-3-1) Determining the normality and non-normality of the data 80

    4-3-2) Examining the fit of the research model. 80

    4-3-3) Evaluation of the measurement model (external model) 81

    4-3-3-1) Factor load of indicators or questionnaire questions. 81

    4-3-3-2) External model reliability. 82

    4-3-3-1-2) Cronbach's alpha coefficient. 82

    4-3-3-1-1) composite reliability (CR) 83

    4-3-3-3) external model validity. 84

    4-3-3-2) Convergent validity 84

    4-3-3-3) Divergent validity 85

    4-3-3-3-1) Method of reciprocal factor loadings. 85

    4-3-3-3-2) Fornell and Locker method. 87

    4-3-4) Evaluation of the measurement model (external model) 89

    4-3-4-1) Size and significance of path coefficients. 90

    4-3-4-1-1) significant Z coefficients (t-values) 90

    4-3-4-1-2) path regression coefficient 91

    4-3-4-1-3) determination coefficient R2 (R Squares) 92

    4-3-4-1-4) effect size. 92

    4-3-4-1-5) predictive quality () 94

    4-3-4-1-6) Redundancy criterion. 95

    4-4-3) Examining the overall research model. 95

    4-5) Results of hypothesis testing 96

    4-6) Moderating effect. 98

    4-7) Modified research model. 100

    4-8) Comparison of the indicators of the initial model and the revised model 101

    4-9) Summary and conclusion. 102

    Chapter V) Conclusions and suggestions

    5-1) Introduction. 104

    5-2) Research summary. 104

    5-3) Model104

    5-3) The final research model. 105

    5-4) Conclusions based on research hypotheses. 106

    5-4-1) Conclusions based on the first hypothesis. 106

    5-4-2) Conclusions based on the second hypothesis. 106

    5-4-3) Conclusions based on the third hypothesis. 107

    5-4-4) Conclusions based on the fourth hypothesis. 107

    5-4-5) Conclusions based on the fifth hypothesis. 108

    5-4-6) Conclusions based on the sixth hypothesis. 108

    5-4-7) Conclusions based on the seventh hypothesis. 109

    5-4-8) conclusions based on the eighth hypothesis. 109

    5-4-9) Conclusions based on the ninth hypothesis. 110

    5-4-10) conclusions based on the tenth hypothesis. 110

    5-4-11) conclusions based on the eleventh hypothesis. 111

    5-4-12) conclusions based on the twelfth hypothesis. 111

    5-4-13) conclusions based on the thirteenth hypothesis. 112

    5-4-14) conclusions based on the fourteenth hypothesis. 112

    5-4-15) conclusions based on the fifteenth hypothesis. 113

    5-5) General conclusion of the research. 113

    5-6) practical and management suggestions. 114

    5-7) Suggestions for future research. 115

    5-8) Research limitations and problems. 115

    5-9) summary and conclusion. 115

    Appendixes 117

    Resources. 131

    Source:

    Persian sources:

    Azer, Adel, Momeni, Mansour (1390). Statistics and its application in management. Publisher: Organization for the study and compilation of humanities books of universities (Samt). (2011). Examining the effect of psychological processes of brand identity and brand personality on brand loyalty. Perspectives of Business Management, 12, 20-189.

    Ahmadi, Reza, 2019 Luxury Goods Sales Strategy, New Frontiers Management Monthly, No. 30, p. 20.

    Amidi, Fereydoun (2010). Marketing and marketing management. Isfahan, Konkash publishing house, first edition, 252 p. Ayubi Yazdi, h. (1389). Factors affecting the special value of the brand in the tourism destination of Yazd city. Tourism Studies Quarterly,(13), 113-137.

    Pasha Sharifi, H; Taleghani, N (1379). Research methods in educational sciences, Rushd Publications.

    Taghi Pourian, Mohammad Javad et al. (2008) "Management of brand name and brand in industrial and manufacturing companies" Monthly Construction and Production, 6th year, number 24, pp. 192-197.

    Jabari, Yaser, Ghareche, Manijeh, Azizi, Shahryar. Examining the effect of consumer innovation, product knowledge and trust in parental ID. on the acceptance of ID development. Journal of Business Management Explorations, first year, second issue, fall and winter 2008. An introduction to research methods in humanities, third edition, Tehran: organization for studying and compiling humanities books of universities (Samt).

    Habibpour, K. and Safari, R. (1390). A comprehensive guide to using spss in social research, Loya Publishing House. Khaki, Gholamreza (2007). Research method in management, Islamic Azad University Publishing Center.

    Khorshidi, Gholamhossein (2008). Marketing in cooperative companies, Tehran, Paigan Publishing House, first edition, 284 pages.

    Danaei Fard, Hassan, Elwani, Seyed Mehdi, Azar, Adel (2013). Quantitative research methodology in management: a comprehensive approach, Tehran, Safar Publishing House, seventh edition - Spring 2013.

    Daviri, Ali; Rezazadeh, Arash. (2012). Structural equation modeling with PLS structural equation prototyping software. Tehran: Jihad University Press.

    Dargi, Parviz (2008), topics and issues of service marketing with the perspective of the Iranian market, Rasa Publishing House, first edition.

    Delavar, Ali (2008). Scientific and theoretical foundations of research in humanities and social sciences, Tehran, Rushd publications.

    Rizvani, Hamidreza and Shirvani, Amir (2008). Marketing / Author Alvin G. Silk, Tehran, Book Publishing Institute, first edition, 199 p.

    Zanjabrian, Bahram, Rashid Kabuli, Majid, Sanyaei, Ali, Hadadian, Alireza (2013). "Repurchase intention in Tehran chain stores", Journal of Business Management of Tehran University, Volume 4, Number 11, pp. 55-70

    Saroukhani, Baqer (2013). Research methods in social sciences, 8th edition, Tehran: Research Institute of Humanities and Cultural Studies, 139.

    Sekaran, Uma (2010). Research methods in management. Translation: Mohammad Saebi and Mahmoud Shirazi, Tehran, Public Management Education Center.

    Sidjavadin, Sidreza and Esfidani, Mohammad Rahim (2011). Consumer behavior, University of Tehran Publishing Institute, second edition, number 3288.

Studying the effect of prestige, credibility and brand image on repurchase intention
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