Customer-based brand equity and customer behavioral intention: evidence from insurance service
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https://doi.org/10.5585/remark.v22i1.20256Palabras clave:
Customer-based brand equity, customer behavioral intention, Aaker’s CBBE model, insurance service.Resumen
As marcas como ferramentas eficazes e os ativos intangíveis mais valiosos das empresas são amplamente aplicadas para mudar as intenções comportamentais dos clientes. Criar marcas com alto posicionamento na mente dos clientes, que possam agregar grande valor a eles e afetar seus processos decisórios e intenções de compra, é a prioridade das empresas. Usando modelagem de equações estruturais e análise de caminho em uma amostra de segurados de vida iranianos, este estudo investiga a influência do brand equity baseado no cliente e seus componentes com base no modelo de Aaker, incluindo reconhecimento de marca, associação de marca, qualidade percebida e fidelidade à marca na intenção de recompra do cliente e também o papel do valor percebido pelo cliente como mediador em dois modelos. Com base no primeiro modelo, apenas a lealdade à marca tem um efeito positivo significativo na intenção de recompra do cliente diretamente e o valor percebido pelo cliente medeia os efeitos da qualidade percebida e da lealdade à marca na intenção de recompra do cliente. Os resultados do segundo modelo também indicam que o brand equity baseado no cliente direta e indiretamente via valor percebido pelo cliente afeta a intenção de recompra do cliente.
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