Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers
This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample of 306 university students aged between 16 an...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2018-07-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://www.econjournals.com/index.php/irmm/article/view/6502 |
| _version_ | 1797911387502018560 |
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| author | MarÃa Cristina Otero Gómez Wilson Giraldo Pérez |
| author_facet | MarÃa Cristina Otero Gómez Wilson Giraldo Pérez |
| author_sort | MarÃa Cristina Otero Gómez |
| collection | DOAJ |
| description |
This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample of 306 university students aged between 16 and 24. The results indicate that there is a positive relationship between brand love and brand equity and that consumers perceive the general impressions of the brand in a favorable manner, which increases the chances of repeating the purchase.
Keywords: Brand equity, brand love, repurchase intention
JEL Classifications: M30, M31
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| first_indexed | 2024-04-10T11:39:38Z |
| format | Article |
| id | doaj.art-71fcebd03052401e98f726769559d964 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T11:39:38Z |
| publishDate | 2018-07-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-71fcebd03052401e98f726769559d9642023-02-15T16:17:36ZengEconJournalsInternational Review of Management and Marketing2146-44052018-07-01843322Effects of Brand Love and Brand Equity on Repurchase Intentions of Young ConsumersMarÃa Cristina Otero Gómez0Wilson Giraldo PérezUniversidad de los Llanos This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample of 306 university students aged between 16 and 24. The results indicate that there is a positive relationship between brand love and brand equity and that consumers perceive the general impressions of the brand in a favorable manner, which increases the chances of repeating the purchase. Keywords: Brand equity, brand love, repurchase intention JEL Classifications: M30, M31 https://www.econjournals.com/index.php/irmm/article/view/6502 |
| spellingShingle | MarÃa Cristina Otero Gómez Wilson Giraldo Pérez Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers International Review of Management and Marketing |
| title | Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers |
| title_full | Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers |
| title_fullStr | Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers |
| title_full_unstemmed | Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers |
| title_short | Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers |
| title_sort | effects of brand love and brand equity on repurchase intentions of young consumers |
| url | https://www.econjournals.com/index.php/irmm/article/view/6502 |
| work_keys_str_mv | AT maraacristinaoteroga3mez effectsofbrandloveandbrandequityonrepurchaseintentionsofyoungconsumers AT wilsongiraldoparez effectsofbrandloveandbrandequityonrepurchaseintentionsofyoungconsumers |