Does Brand Equity Always Work? A Study of the Moderating Effect of Justice Perceptions and Consumer Attribution Towards Chinese Consumers

Joseph Lok Man Lee*, Noel Y M SIU, Junfeng ZHANG

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

The moderating effects of justice perceptions and stability of attribution on the relationship between brand equity and repurchase intention was investigated by applying both justice and attribution theories. Six hundred Chinese consumers who had recently suffered poor service from their telecommunications service provider were surveyed. Their responses revealed that perceptions of distributive and interactional justice in recovering from service failures help to maintain repurchase intention. Stability of attribution, however, weakens brand equity’s ability to maintain the intention to repurchase. These findings advance our understanding of Chinese consumers’ responses in the context of recovery from a service failure.

Original languageEnglish
Pages (from-to)69-81
Number of pages13
JournalJournal of International Consumer Marketing
Volume32
Issue number1
DOIs
Publication statusPublished - 1 Jan 2020

Scopus Subject Areas

  • Management Information Systems
  • Marketing

User-Defined Keywords

  • Brand equity
  • distributive justice
  • interactional justice
  • repurchase intention
  • stability of attribution

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