The Influence Of Brand Trust, Brand Association, Brand Loyalty And Brand Equity In Cyberspace: Moderating Effect Of Online Purchase Frequency
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Date
2016-04
Authors
Lim, Ying San
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Brand equity in cyberspace is getting important in the competitive cyberspace environment. Consumers are more willing to repeat the purchase, to pay more for the same value of quality and to create a long term relationship with the sellers who have higher brand equity. The purpose of this study is to identify the influence of brand trust, brand association, brand loyalty in influencing the brand equity in the cyberspace. In total, 424 data were collected by using self-administrated questionnaire among Generation Y. The data were analysed by using Structural Equation Model (SEM). The result of the study showed that dispositional trust will affect system based trust and system based trust influence online brand trust. Online brand trust, online brand association and online brand loyalty will influence online brand equity. However, the influence of online brand association on online brand equity is negative. The result indicated that brand trust is the most influential factor influencing brand equity online. In addition, the study also found that online purchase frequency will moderate the relationship between online brand association and online brand equity. Based on the result of the study, it is recommended that business and policy makers have to emphasise the importance of trust in influencing brand equity online to ensure the company website to have better brand equity. In term of limitation, the present study focus on Generation Y. Future studies should expand this research by including customers other than Generation Y in the studies to get a more comprehensive view on the factors influencing brand equity.
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Keywords
Brand equity