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The influence of perceived value and brand equity on loyalty intentions: the case of plant-based beverages’ consumers
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Resumo(s)
The consumption of plant-based beverages has seen a substantial increase in Portugal, which reflects the consumers changing eating habits, due to their growing ethical and environmental concerns. This study takes into account a specific Portuguese brand of plant-based beverages and empirically tested, using the PLS-SEM technique, a conceptual model to analyze the impact of perceived value, brand equity and satisfaction on loyalty intentions of Portuguese plant-based beverages’ consumers. Based on 216 responses to a survey questionnaire, both the perceived value and the brand equity of this plant-based beverage brand explain satisfaction and loyalty intention. Moreover, brand equity mediates the relationship between perceived value and satisfaction and loyalty intention being this indirect effect more relevant than the direct one.
Descrição
Palavras-chave
Perceived value Brand equity Satisfaction Loyalty intentions Plant-based beverages
Contexto Educativo
Citação
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Licença CC
Sem licença CC