What drives brand supportive intentions?

Volume: 37, Issue: 5, Pages: 497 - 512
Published: Mar 15, 2019
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...
Paper Details
Title
What drives brand supportive intentions?
Published Date
Mar 15, 2019
Volume
37
Issue
5
Pages
497 - 512
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