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What drives brand supportive intentions?

Hung-Che Wu (Business School, Nanfang College of Sun Yat-sen University, Guangzhou City, China)
Ya-Yuan Chang (The Institutional Research Center of the Secretariat Office, National Taipei University of Technology, Taipei City, Taiwan)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 15 March 2019

Issue publication date: 19 July 2019




The purpose of this paper is to examine the structural relationship between brand supportive intentions and their seven drivers.


A questionnaire survey was used to collect data from respondents who had purchased ASUS products, obtaining 546 valid samples which were analyzed with structural equation modeling and hierarchical regression modeling.


Results indicate that positive brand perceptual evaluation and brand co-creation significantly positively influence brand experiential satisfaction, whereas brand regret significantly negatively influences brand experiential satisfaction. In addition, brand experiential satisfaction has a positive influence on brand love, which, in turn, leads to brand supportive intentions. Moreover, brand supportive intentions are positively influenced by brand experiential satisfaction. In addition, brand need for cognition moderates the effect of brand experiential satisfaction on brand supportive intentions.

Research limitations/implications

Future studies should focus on the respondents who purchase other branded products and compare their findings with this study.

Practical implications

Investing resources in the increase of brand perceptual evaluation, brand co-creation, brand experiential satisfaction, brand love and brand need for cognition and the decrease of brand regret is helpful to enhance brand supportive intentions.


This paper provides data that lead to a better understanding of the relationship between relationship brand supportive intentions and their seven drivers in a branding context.



Wu, H.-C. and Chang, Y.-Y. (2019), "What drives brand supportive intentions?", Marketing Intelligence & Planning, Vol. 37 No. 5, pp. 497-512.



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