What drives brand supportive intentions?

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Citation

Wu, H.-C. and Chang, Y.-Y. (2019), "What drives brand supportive intentions?", Marketing Intelligence & Planning, Vol. 37 No. 5, pp. 497-512. https://doi.org/10.1108/MIP-07-2018-0284