||The Influence of Relationship Quality on Brand Equity and Brand Extension: The Moderating Effects of Consumer Innovativeness
||The Influence of Relationship Quality on Brand Equity and Brand Extension: The Moderating Effects of Consumer Innovativeness
||Institute of International Management (IIMBA--Master)(on the job class)
Relationship quality has been largely examined within customer behavior service contexts. However, few studies have evaluated the relationships among consumer innovations, brand equity, and brand extension, which was therefore the paramount interest in this study. This study examined how relationship quality attributes influence brand equity and brand extension, and also tested the moderating effects of consumer innovativeness. Convenience sampling was adopted to collect the data. As such, consumers with experience purchasing the products of three extension brands of Dlink, Asus, and Edimax were invited to participate in the survey. A total of 328 validated responses were collected for further analysis. Structural equation modeling (SEM) was adopted to test the direct relationships, and hierarchical regression modeling (HRM) was adopted to test the moderating effects; SPSS 18 and AMOS 18 software was used. The results of both SEM and HRM showed that all the proposed hypotheses were supported, indicating that relationship quality has a highly significant and positive influence on brand equity and brand extension, and that customer innovativeness plays an important role in strengthening the relationships among relationship quality, brand equity, and brand extension. Theoretical and managerial implications of this study are both discussed.
TABLE OF CONTENTS
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives. 4
1.3 Research Project and Scope of Study. 4
1.4 Research Procedures. 5
1.5 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Theoretical Background. 8
2.1.1 Relationship Quality. 8
2.1.2 Consumer Innovativeness. 12
2.1.3 Brand Equity. 16
2.1.4 Brand Extension. 21
2.2 Hypothesis Development. 27
2.2.1 The Influence of the Relationship Quality on Brand Equity. 27
2.2.2 The Influence of the Brand Equity on Brand Extension. 28
2.2.3 The Influence of the Relationship Quality on Brand Extension. 29
2.2.4 The Moderating Effects of Consumer Innovativeness on Relationships among Relationship Quality, Brand Equity, and Brand Extension. 30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 33
3.1 Research Model. 33
3.2 Construct Measurements. 34
3.2.1 Relationship Quality. 34
3.2.2 Consumer Innovativeness. 35
3.2.3 Brand Equity. 36
3.2.4 Brand Extension. 38
3.2.5 Control Variables. 38
3.3 Hypotheses Tested. 39
3.4 Questionnaire and Sampling Design. 39
3.5 Data Analysis Procedures. 41
3.5.1 Descriptive Statistics Analysis. 41
3.5.2 Confirmatory Factor Analysis (CFA). 41
3.5.3 Structural Equation Modeling (SEM). 41
3.5.4 Hierarchical Multiple Regression (HMR) Analysis. 42
CHAPTER FOUR DATA ANALYSIS AND RESULTS 43
4.1 Demographic Characteristics of Respondents. 43
4.2 Descriptive Statistic Analysis. 46
4.3 Construct Validity Tests – Confirmatory Factor Analysis (CFA). 48
4.4 Structural Equation Modeling (SEM). 54
4.5 Hierarchical Multiple Regression Analysis. 55
CHAPTER FIVE RESEARCH CONCLUSION AND SUGESSIONS 59
5.1 Research Discussion and Conclusion. 59
5.2 Managerial Implications. 61
5.3 Limitations and Future Research. 62
APPENDIX QUESTIONNAIRE DESIGN 74
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