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Article
Publication date: 25 October 2023

Shahidul Islam, Mashiat Zahin and Shahida Binte Rahim

This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and…

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Abstract

Purpose

This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty.

Design/methodology/approach

This study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses.

Findings

This research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low.

Originality/value

This study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.

Details

South Asian Journal of Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-628X

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