ANTECEDENT CAUSAL FACTORS AND CONSEQUENCES OF NEW BRAND PERCEPTION CREATION: EMPIRICAL EVIDENCE OF NEW BRAND PRODUCTS
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Abstract
The purposes of this research were to study (1) the antecedent causal factors of new brand perception creation; and (2) the consequences of the new brand perception creation. The data were collected by interviewing 14 senior executives and 275 entrepreneurs and by using questionnaires to ask 1,098 new branded consumers all over the country. Data were analyzed using the structural equation model (SEM). The results of hypothesis testing showed that the antecedent causal factors, i.e. the new product launching strategy in a new brand context via new brand perception impulse had positive influence on new brand perception; while the consequences of new brand perception had positive influence on consumer’s brand loyalty, with the consumer’s satisfaction being the delivery factor. Also, the consumer’s satisfaction had positive influence on consumer’s brand loyalty. The results of this research will be useful as a guideline for conducting new brand perception creation activities to achieve success in the future.
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