Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers


Abstract views: 405 / PDF downloads: 429

Authors

Abstract

This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample of 306 university students aged between 16 and 24. The results indicate that there is a positive relationship between brand love and brand equity and that consumers perceive the general impressions of the brand in a favorable manner, which increases the chances of repeating the purchase.Keywords: Brand equity, brand love, repurchase intentionJEL Classifications: M30, M31

Downloads

Download data is not yet available.

Author Biography

María Cristina Otero Gómez, Universidad de los Llanos

Directora del grupo de investigación Dinámicas de Consumo, Facultad de Ciencias Económicas, Universidad de los Llanos

Downloads

Published

2018-07-04

How to Cite

Otero Gómez, M. C., & Pérez, W. G. (2018). Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers. International Review of Management and Marketing, 8(4), 7–13. Retrieved from https://www.econjournals.com/index.php/irmm/article/view/6502

Issue

Section

Articles