The Brand as a Moderator and Perceived Value as a Mediator in Repurchase Intention



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Gabriel Sperandio Milan
Deonir De Toni
Vinicius Zanchet de Lima
Luciene Eberle

Abstract

The price level, perceived value and commitment may impact repurchase intentions. In this sense, this study, based on a literature review, identified that the perception of price level, value and affective and normative commitment may interfere with repurchase intentions. From this theoretical assumption, this research first aimed to analyze the impact these constructs have on the repurchase intention of two different brands of smartphones; second, to identify the moderation brand has on the relations from the theoretical model; and third, to identify the mediation effect on the perceived value of price and repurchase intention. Nine of the ten proposed hypothesis were supported by this study of 732 smartphone consumers. Another contribution of this research refers to the mediating roles brand and perceived value have on repurchase intention.

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How to Cite
Milan, G. S., Toni, D. D., Lima, V. Z. de, & Eberle, L. (1). The Brand as a Moderator and Perceived Value as a Mediator in Repurchase Intention. Journal of Contemporary Administration, 21(3), 347-372. https://doi.org/10.1590/1982-7849rac2017160062
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