The influence of perceived value and brand equity on loyalty intentions : the case of plant-based beverages’ consumers

Inês, Ana; Moreira, António C.

doi:10.17512/pjms.2023.27.1.06

Artykuł - szczegóły

Tytuł artykułu

The influence of perceived value and brand equity on loyalty intentions : the case of plant-based beverages’ consumers

Autorzy

Inês Ana , Moreira António C.

Treść / Zawartość

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Identyfikatory

DOI

10.17512/pjms.2023.27.1.06

Warianty tytułu

Wpływ postrzeganej wartości i wartości marki na intencje lojalnościowe : przypadek konsumentów napojów roślinnych

Języki publikacji

Abstrakty

The consumption of plant-based beverages has seen a substantial increase in Portugal, which reflects the consumers changing eating habits, due to their growing ethicaland environmental concerns. This study takes into account a specific Portuguese brand ofplant-based beverages and empirically tested, using the PLS-SEM technique, a conceptualmodel to analyze the impact of perceived value, brand equity and satisfaction on loyaltyintentions of Portuguese plant-based beverages’ consumers. Based on 216 responses to asurvey questionnaire, both the perceived value and the brand equity of this plant-basedbeverage brand explain satisfaction and loyalty intention. Moreover, brand equity mediatesthe relationship between perceived value and satisfaction and loyalty intention being this indirect effect more relevant than the direct one.

Konsumpcja napojów roślinnych odnotowała znaczny wzrost w Portugalii, co odzwierciedla zmieniające się nawyki żywieniowe konsumentów, ze względu na ich rosnące obawy etyczne i środowiskowe. W niniejszym opracowaniu wzięto pod uwagę konkretną portugalską markę napojów roślinnych i przebadano empirycznie, przy użyciu techniki PLS-SEM, model koncepcyjny do analizy wpływu postrzeganej wartości, wartości marki i satysfakcji na intencje lojalnościowe portugalskich konsumentów napojów roślinnych. Na podstawie 216 odpowiedzi na kwestionariusz ankiety, zarówno postrzegana wartość, jak i wartość marki tej marki napojów roślinnych wyjaśniają satysfakcję i zamiar lojalności. Co więcej, wartość marki pośredniczy w związku między postrzeganą wartością a satysfakcją i intencją lojalności, ponieważ ten pośredni efekt jest bardziej istotny niż bezpośredni.

Słowa kluczowe

perceived value brand equity satisfaction loyalty intentions plant-based beverages

postrzegana wartość wartość marki satysfakcja zamiary lojalnościowe napoje roślinne

Wydawca

Czestochowa University of Technology

Czasopismo

Polish Journal of Management Studies

Rocznik

2023

Tom

Vol. 27, No. 1

Strony

97--116

Opis fizyczny

Bibliogr. 54 poz., rys., tab.

Twórcy

autor

Inês Ana

anapereiraines@ua.pt

DEGEIT-Department of Economics, Management, Industrial Engineering and Tourism, University of Aveiro
INESCTEC-Institute for Systems and Computer Engineering, Technology and Science, Portugal

https://orcid.org/0000-0002-4937-4295

autor

Moreira António C.

amoreira@ua.pt

GOVCOPP-Research Unit on Governance, Competitiveness and Public Policies
DEGEIT, University of Aveiro, Portugal

https://orcid.org/0000-0002-6613-8796

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).

Typ dokumentu

Bibliografia

Identyfikator YADDA

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