感知零售商创新性与品牌资产:消费者参与的调节

Translated title of the contribution: Perceived retailer innovativeness and brand equity: mediation of consumer engagement

Nor Asiah Omar, Ahmad Sabri Kassim, Syed Shah Alam Syed Shah Alam, Zuraidah Zainol

Research output: Contribution to journalArticle

Abstract

The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of the current service retail landscape and consumers’ high expectations. This study investigates how perceived retailer innovativeness (PRI) influences consumer engagement (CE) and brand loyalty. Based on the wheel of retailing theory and signaling theory, we empirically analyzed these relationships based on 723 customers who patronize service retailers. The empirical findings suggest that product innovativeness has the strongest impact on CE, followed by service innovativeness and experience innovativeness. However, only product and experience innovativeness influence brand equity. Further results imply that CE not only contributes directly to the brand building, but also significantly mediates the relationship between product innovativeness–brand equity, service innovativeness-brand equity, and experience innovativeness-brand equity. The research adds new insights to the retail innovativeness literature and provides managers with new ways to customize SME retail services.

Original languageChinese
JournalService Industries Journal
DOIs
Publication statusAccepted/In press - 1 Jan 2018

Fingerprint

Wheels
Managers
Retailers
Brand equity
Innovativeness
Mediation
Retail services

Keywords

  • brand equity
  • consumer engagement
  • Perceived retailer innovativeness
  • SMEs

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation

Cite this

感知零售商创新性与品牌资产:消费者参与的调节. / Omar, Nor Asiah; Kassim, Ahmad Sabri; Syed Shah Alam, Syed Shah Alam; Zainol, Zuraidah.

In: Service Industries Journal, 01.01.2018.

Research output: Contribution to journalArticle

@article{b8780116cdbd4e87a38c5193ab1b8612,
title = "感知零售商创新性与品牌资产:消费者参与的调节",
abstract = "The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of the current service retail landscape and consumers’ high expectations. This study investigates how perceived retailer innovativeness (PRI) influences consumer engagement (CE) and brand loyalty. Based on the wheel of retailing theory and signaling theory, we empirically analyzed these relationships based on 723 customers who patronize service retailers. The empirical findings suggest that product innovativeness has the strongest impact on CE, followed by service innovativeness and experience innovativeness. However, only product and experience innovativeness influence brand equity. Further results imply that CE not only contributes directly to the brand building, but also significantly mediates the relationship between product innovativeness–brand equity, service innovativeness-brand equity, and experience innovativeness-brand equity. The research adds new insights to the retail innovativeness literature and provides managers with new ways to customize SME retail services.",
keywords = "brand equity, consumer engagement, Perceived retailer innovativeness, SMEs",
author = "Omar, {Nor Asiah} and Kassim, {Ahmad Sabri} and {Syed Shah Alam}, {Syed Shah Alam} and Zuraidah Zainol",
year = "2018",
month = "1",
day = "1",
doi = "10.1080/02642069.2018.1548614",
language = "Chinese",
journal = "Service Industries Journal",
issn = "0264-2069",
publisher = "Taylor and Francis Ltd.",

}

TY - JOUR

T1 - 感知零售商创新性与品牌资产:消费者参与的调节

AU - Omar, Nor Asiah

AU - Kassim, Ahmad Sabri

AU - Syed Shah Alam, Syed Shah Alam

AU - Zainol, Zuraidah

PY - 2018/1/1

Y1 - 2018/1/1

N2 - The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of the current service retail landscape and consumers’ high expectations. This study investigates how perceived retailer innovativeness (PRI) influences consumer engagement (CE) and brand loyalty. Based on the wheel of retailing theory and signaling theory, we empirically analyzed these relationships based on 723 customers who patronize service retailers. The empirical findings suggest that product innovativeness has the strongest impact on CE, followed by service innovativeness and experience innovativeness. However, only product and experience innovativeness influence brand equity. Further results imply that CE not only contributes directly to the brand building, but also significantly mediates the relationship between product innovativeness–brand equity, service innovativeness-brand equity, and experience innovativeness-brand equity. The research adds new insights to the retail innovativeness literature and provides managers with new ways to customize SME retail services.

AB - The relationship between customers and retailers is more complicated nowadays due to the sophisticated trends of the current service retail landscape and consumers’ high expectations. This study investigates how perceived retailer innovativeness (PRI) influences consumer engagement (CE) and brand loyalty. Based on the wheel of retailing theory and signaling theory, we empirically analyzed these relationships based on 723 customers who patronize service retailers. The empirical findings suggest that product innovativeness has the strongest impact on CE, followed by service innovativeness and experience innovativeness. However, only product and experience innovativeness influence brand equity. Further results imply that CE not only contributes directly to the brand building, but also significantly mediates the relationship between product innovativeness–brand equity, service innovativeness-brand equity, and experience innovativeness-brand equity. The research adds new insights to the retail innovativeness literature and provides managers with new ways to customize SME retail services.

KW - brand equity

KW - consumer engagement

KW - Perceived retailer innovativeness

KW - SMEs

UR - http://www.scopus.com/inward/record.url?scp=85057586539&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85057586539&partnerID=8YFLogxK

U2 - 10.1080/02642069.2018.1548614

DO - 10.1080/02642069.2018.1548614

M3 - Article

JO - Service Industries Journal

JF - Service Industries Journal

SN - 0264-2069

ER -