Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model

Butt, Muhammad Mohsin and Yu, Yingchen and Mohd-Any, Amrul Asraf and Mutum, Dilip S. and Ting, Hiram and Khong, Kok Wei (2018) Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model. Asian Academy of Management Journal, 23 (2). pp. 69-99. ISSN 1394-2603, DOI

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The purpose of this study is to test and compare multiple conceptual models that examine the relationships among electronic retail (e-retail) service quality, trust, satisfaction, and consumer-based e-retail brand equity. A quantitative survey was conducted among Chinese online shoppers. The survey used established scales to measure constructs in the proposed models. Structural equation modelling (SEM) procedure was applied to test alternate models. The results confirmed that web design and customer service positively influence satisfaction, while fulfilment and security dimension of e-retail quality influence consumer trust. Both trust and satisfaction were found to be significant influencers of consumer-based e-retail brand equity. E-retailers can use this model to measure, monitor, and improve their consumer’s perceptions towards their brand. This study contributes to the existing literature that deals with antecedents of online consumer-based retail brand equity. It adds value by proposing and testing multiple models of online consumer-based brand equity which is rare in e-brand equity research.

Item Type: Article
Uncontrolled Keywords: Brand equity; E-retail service quality; E-satisfaction; E-trust; Online retail brand equity
Subjects: H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: Faculty of Business and Economics
Depositing User: Ms. Juhaida Abd Rahim
Date Deposited: 11 Sep 2019 03:56
Last Modified: 11 Sep 2019 03:56

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