What is it about?
This research has analyzed the influence of perceived value, affective commitment, normative commitment and positive word of mouth as antecedents of repurchase intention of smartphones of a particular brand. The analysis of the results was made by means of multivariate statistics, applying Structural Equation Modeling technique. The sample consisted of 283 valid cases.
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Why is it important?
The results showed that perceived value positively influences the affective commitment and normative commitment; perceived value by customers does not positively influences positive word of mouth; affective commitment positively influences positive word of mouth; affective commitment positively influences repurchase intention; normative commitment positively influences repurchase intention; and positive word of mouth positively influences repurchase intention of a product of the same brand.
Perspectives
The study brings elements that help in the strategies and market positioning of the brands.
PhD Gabriel Sperandio Milan
Unisinos - Universidade do Vale do Rio dos Sinos
Read the Original
This page is a summary of: Repurchase intent antecedents of a competitive brand in the smartphones segment, Journal of Marketing Communications, January 2017, Taylor & Francis,
DOI: 10.1080/13527266.2016.1278257.
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