An Integrated Framework of Customer-based Brand Equity and Theory of Planned Behavior: A Meta-analysis Approach

• 발행기관: 한국유통과학회
• 저자명: Wann-Yih WU Thi-Yen DO Phuoc-Thien NGUYEN Nadia ANRIDHO Minh-Quan VU
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.8, 371~381쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.08.30

영문 초록

The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image;brand personality;brand association;and subjective norm are the important antecedents of brand attitudes; (2) brand awareness;brand trust;perceived quality;and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty;which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model;particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations;and recommendations for future research in this area are provided.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results and Discussions

5. Conclusions and Limitations

References

키워드

Customer-Based Brand Equity Planned Behavior Theory Meta-Analysis