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Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

This study aims to examine the factors (Stimuli) enhancing perceived utilitarian, social and conditional values (Organisms) of social commerce (s-commerce) platforms and their impact on small and medium enterprises’ (SMEs’) behavioral intention (Response) to adopt s-commerce.

Survey data were gathered from 304 Indian SMEs using s-commerce platforms. Data were analyzed using SmartPLS 3 software.

The results indicated that perceived values significantly impact SMEs’ behavioral intention to adopt s-commerce. Among conditional, utilitarian and social values, the conditional value of s-commerce sites was found to be the strongest motivator for SMEs to adopt s-commerce.

This research contributes to the growing literature on s-commerce, explaining how perceived value influences the decision of SMEs to adopt s-commerce platforms.

Among the significant influencers, perceived usefulness and perceived reputation were found to be the most effective triggers that stimulate perceived values of s-commerce sites. The findings draw due attention from policymakers toward environmental cues such as the legal and regulatory environment, which are instrumental in creating the most important perceived value for SMEs, i.e. conditional value.

By employing the inputs from the theory of consumption values and the Stimulus-Organism-Response framework, this original study looked beyond the technology factors and examined the role of perceived values of s-commerce platforms in shaping SMEs’ behavioral intention to adopt.

Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This article attempts to construct a theoretical model based on the perceived value theory to explain this phenomenon.

In total, 354 online questionnaires are collected, and the partial least square structural equation model is used to analyze the model empirically.

The results show that consumers' perceived luxury values (financial value, functional value, individual value and social value) have a significant and positive effect on customer engagement, which further leads to purchase intention.

In view of fact that there is a big difference between luxury goods and nonluxury goods, yet the existing literature rarely distinguishes between luxury goods and nonluxury goods in the context of live streaming shopping, this article attempts to use perceived value theory to examine consumers' luxury purchase intentions in live streaming shopping and explores whether customer engagement is a mediating mechanism of perceived luxury values that influences purchase intention in live streaming.

This exploratory study aims to examines the multidimensional aspects of perceived value (functional value, financial value, emotional value, social value, epistemic value and conditional value) in relation to purchase intention in ecotourism. The study evaluates the influence of trust and perceived risk as mediators on perceived value.

Data for this exploratory study stem from online survey responses of 314 participants and are analyzed using descriptive analyses, factor analyses and multiple regressions.

The study findings show that four significant predictors influence ecotourism purchase intention: emotional value, functional value, boredom alleviation value and epistemic value. Trust partially affects the relationship between perceived values and purchase intention. Meanwhile, there is no mediation effect of perceived risk in the relationship between perceived value and purchase intention. This study concludes that perceived values influence ecotourism purchase intention, with emotional value providing the strongest relation to purchase intention.

The sample is based on selected criteria for a convenient sampling technique instead of a random sampling technique. However, criteria are in accordance with other ecotourism studies.

While multidimensional perceived values have been examined before, few papers have provided support for the emotional value dimension in ecotourism.

The purpose of this paper is twofold: first, the authors empirically examine the effect of the perceived values of mobile banking (MB) applications on customers’ e-trust, e-satisfaction and e-loyalty and second, the authors investigate the moderating role of customers’ age in the relationship between perceived value of MB and e-trust.

A survey was conducted on a sample of 361 Tunisian banks’ customers using mobile applications. Structural equation modeling method was performed to test the research hypotheses.

The results of this research revealed that quality, price and emotional perceived values’ dimensions of MB applications are predictors of customers’ e-trust. Within this spectrum, age acts as a moderator in these latter relationships. Findings also suggested that e-trust has positive effects on e-satisfaction and e-loyalty.

This paper presented a reading grid for bank marketers allowing them to identify the levers they must focus their efforts on so as to retain the customers using MB applications. It also permits them to identify the needs and values of three generation of customers, namely baby boomers, generation X and generation Y, so that they can offer better services for each group.

This paper sheds light on an innovative and unexplored topic in the literature. The authors broaden understanding of the relationship between the perceived values of MB applications, e-loyalty, e-trust and e-satisfaction. Research devoted to investigate these different links through an integrative model does exist, yet embryonic. This study also highlights differences between three group of customer, namely baby boomers, generation X and generation Y in terms of perceived values that builds their trust in the context of MB applications use.

The purpose of this paper is to empirically test the antecedents and outcome of perceived value and trust toward on-demand ridesharing services (ODRS). The antecedents are perceived innovativeness, perceived personalization, perceived usefulness of rating system and service personal values. The outcome is the continuance intention toward ODRS. This study also aims to uncover the mediating role of trust and the moderating role of technology readiness.

The ODRS considered in this research are Grab and Uber in the context of Malaysia. A questionnaire was constructed, and responses were obtained from 280 Malaysian consumers who have experienced ODRS. The authors tested the framework using partial least square structural equation modeling technique.

The result indicates several significant relationships: perceived personalization, perceived usefulness of rating system and service personal values significantly influence perceived value and trust; trust mediates the relationships between perceived personalization, perceived usefulness of rating system, service personal values and perceived value; perceived value significantly influences continuance intention; and technology readiness moderates the relationship between perceived personalization and perceived value.

The current study adds significantly to the body of knowledge about ODRS by examining the direct determinants of trust and perceived value, and exhibiting how trust mediates the mechanism. This study also illustrates the interplay of moderator (technology readiness) and perceived value.

In an effort to better understand value-oriented general attendees, the purpose of this paper is to propose and empirically test a comprehensive model to examine the effect of three factors of service quality in exhibitions (i.e. service product, service environment and service delivery) on satisfaction through three factors of perceived value (i.e. emotional value, economic value and social value).

A confirmatory factor analysis was performed to determine key factors in exhibition service quality, perceived value and satisfaction. A structural equation modeling was conducted to analyze the causal relationships among the factors.

The empirical results indicated that service product and service environment were significantly and positively associated with all factors of perceived value, which in turn significantly influenced satisfaction. Service delivery, however, was associated only with emotional value. On the other hand, all three factors of perceived value significantly influenced general attendees’ satisfaction. The findings indicated perceived value as an important mediator between exhibition service quality and general attendees’ satisfaction.

Clearly identifying specific trajectories from service quality to satisfaction through distinct perceived values can be a stepping stone to establishing effective and efficient marketing strategies for general attendees and customizing for their needs. The distinct and clear associations between service quality and perceived value can help exhibition organizers and practitioners understand the process of determining general attendees’ overall satisfaction.

From an environmental psychology perspective, we aim to uncover the role that app discoverability facilitators play in enabling the various perceived values (e.g. social, information and hedonic) necessary for app adoption.

A survey study was conducted and data was analyzed using partial least squares structural equation modeling (PLS-SEM).

Results show that certain consumer review elements (i.e. review quality, review quantity and app ranking), peer influence and app developers' reputation — to varying degrees — influence the three perceived values, which subsequently affect users' app adoption intention. The three perceived values mediate the relationship between app discoverability facilitators and users' app adoption intention.

App store managers and developers should make a greater effort to effectively optimize discoverability and product differentiation.

Guided by environmental psychology, we confirm the importance of app discoverability facilitators regarding their influence on users' general perceptions of an app (e.g. the three perceived values). We also uncover the differentiated effect of the three perceived values on app adoption intention.

The purpose of this paper is to propose and examine a consumer-perceived value (CPV) formation model in the context of Hawaiian attire (aloha attire). The effects of key socio-demographic factors on perceived values of aloha attire were empirically determined.

CPV is conceptualized as a multi-dimensional construct including emotional value, social value, quality value, and price value. The investigated socio-demographic factors included residential status, age, gender, ethnicity, education level, income level, and type of retailers from which consumers usually purchase aloha attire. The primary data were gathered by a questionnaire survey of US consumers. Using 330 survey returns, factor analysis and multiple regression analysis were utilized for data analysis and hypothesis testing.

The proposed model was proven valid and the four value constructs cumulatively accounted for 68.6 percent of the variance in CPV of aloha attire. Majority of variances of perceived values (social value at 74 percent, emotional value at 70 percent, price value at 67 percent, and quality value at 65 percent, respectively) can be accounted for by investigated socio-demographic factors. Gender and ethnicity significantly affected perceived social and emotional values. Income level and education level significantly affected all perceived values. Residential status only affected perceived price and emotional values, while retailer type significantly affected perceived social, emotional, and quality values.

Incorporation of gender, ethnicity, income level, education level, residential status, and retailer type information in developing marketing strategies and promotional programs can help companies more effectively convey desired values of aloha attire to target consumers.

This empirical study responded to the need for better understanding of consumer desired values for aloha attire to support more effective product development and marketing. The knowledge gained from this study provides valuable insights for both academicians and industrial practitioners.

Hedonic and utilitarian shopping values have been researched since the mid-1980s in the fields of marketing, retail and specially on consumer behaviour. A number of studies have found evidence of their effects on satisfaction, buying intention and loyalty, but others have found no such effects or negative results. The purpose of this study is to apply a meta-analytic review on the shopping values.

This paper presents a meta-analysis of the relationship between hedonic and utilitarian value on shopping response, using 190 studies. The authors also limited their search to the past 19 years (1995-2014).

The findings are as follows: hedonic shopping value is positively associated with utilitarian, ρ = 0.56; hedonic and utilitarian exhibit positive main effects on satisfaction, buying intention, loyalty, perceived benefits and search for information; in general, these associations are stronger (vs weaker) for utilitarian value; the effect size for the association between utilitarian and buying intention is stronger in the experimental condition and the indirect effect of hedonic on value, loyalty and word-of-mouth by the mediating effect of value.

The authors proposed and found support for the parallel mediating effect. They also observed that not only hedonic and utilitarian shopping values had indirect effects on loyalty and word-of-mouth through perceived value and satisfaction but also both shopping values had different effects depending on the respective mediator. The indirect effects of hedonic values occur because the emotional and psychological circumstances of experience increase the perceived value, influencing consumers’ responses.

Retailers can create specific stores for consumers to attend to their shopping values. For example, the Adidas brand centre in Beijing/China provides the consumer with a unique and interactive retail experience. This kind of concept store and its experience (e.g. tunnel entry and team room) are congruent with shoppers’ hedonic value. Conversely, Nike Factory Store in the USA provides the consumer with a simple and fast retail experience.

The authors provide sufficient evidence that the two dimensions, hedonic and utilitarian value, are positively associated. This result is congruent with Batra and Ahtola (1991), Babin et al. (1994) and Spangenberg et al. (1997). The results support Chiu et al.’s (2005) argument that utilitarian and hedonic are positively associated based on Fishbein and Ajzen’s affect–cognition link and suggested that the instrumental and functional values are related to spontaneous responses that are more subjective and personal.