What is it about?

This research has analyzed the influence of perceived value, affective commitment, normative commitment and positive word of mouth as antecedents of repurchase intention of smartphones of a particular brand. The analysis of the results was made by means of multivariate statistics, applying Structural Equation Modeling technique. The sample consisted of 283 valid cases.

Featured Image

Why is it important?

The results showed that perceived value positively influences the affective commitment and normative commitment; perceived value by customers does not positively influences positive word of mouth; affective commitment positively influences positive word of mouth; affective commitment positively influences repurchase intention; normative commitment positively influences repurchase intention; and positive word of mouth positively influences repurchase intention of a product of the same brand.

Perspectives

The study brings elements that help in the strategies and market positioning of the brands.

PhD Gabriel Sperandio Milan
Unisinos - Universidade do Vale do Rio dos Sinos

Read the Original

This page is a summary of: Repurchase intent antecedents of a competitive brand in the smartphones segment, Journal of Marketing Communications, January 2017, Taylor & Francis, DOI: 10.1080/13527266.2016.1278257.
You can read the full text:

Read

Contributors

The following have contributed to this page