標題: Assessing perceived value: moderating effects of susceptibility to brand prestige and susceptibility to normative influence
作者: Joe, Sheng-Wuu
Tsai, Yuan-Hui
Lin, Chieh-Peng
Ma, Hwa-Chun
Chiu, Chou-Kang
經營管理研究所
Institute of Business and Management
關鍵字: Susceptibility to brand prestige;Susceptibility to normative influence;Brand credibility;Perceived value;Self-congruence theory;Social identity theory
公開日期: 1-Jul-2017
摘要: Concerns about individuals' susceptibility to brand prestige and their social implications of consumption often affect consumer behavior. To clarify such concerns in depth, this study assesses the relationship between brand credibility and perceived value by simultaneously examining the main effects and moderating effects of both susceptibility to brand prestige and susceptibility to normative influence. Empirical testing using a survey of 336 smartphone users from the high-tech and banking industries confirms most of the hypothesized effects in this study. Finally, based on its findings, this study discusses managerial implications as well as research limitations.
URI: http://dx.doi.org/10.1007/s11846-016-0203-2
http://hdl.handle.net/11536/145654
ISSN: 1863-6683
DOI: 10.1007/s11846-016-0203-2
期刊: REVIEW OF MANAGERIAL SCIENCE
Volume: 11
起始頁: 717
結束頁: 735
Appears in Collections:Articles