Research

Abstract

Research was conducted to investigate the role of consumer determinants including trust, satisfaction, perceived electronic word of mouth eWOM in the relationship between brand equity and customer behavioral intentions.

A total of 210 Nike users were required to do a survey. The results showed that for Nike brand, when consumers are more likely to trust the brand, satisfied about the brand, or perceive online comments and opinions about the brand positive, they will be less dependent on brand equity to have their intentions to repurchase and recommend In other words, trust, satisfaction, and eWOM can change the strength of the connection between brand equity and consumers’ intentions, showing these three consumer determinants have a more important role than brand equity in determining consumer behavior.

For more details, please refer to the link below

https://so03.tci-thaijo.org/index.php/jprad/article/view/203684/158804