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Young Chinese consumers' brand perception; the role of mianzi as moderator
Author(s) -
Rashid Rao Muhammad,
Rashid Qurat ul Ain,
Nawaz Muhammad Asim,
Akhtar Sadia
Publication year - 2019
Publication title -
journal of public affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.221
H-Index - 20
eISSN - 1479-1854
pISSN - 1472-3891
DOI - 10.1002/pa.1930
Subject(s) - moderation , structural equation modeling , perception , psychology , recall , product (mathematics) , quality (philosophy) , perceived quality , advertising , brand awareness , social psychology , marketing , business , cognitive psychology , mathematics , philosophy , statistics , geometry , epistemology , neuroscience
The basic purpose of this study was to investigate the role of exposure and past experience on consumers' brand perception, as mediated by three variables (perceived quality, brand recall, and satisfaction) and moderated by mianzi. Using data collected from a survey of 331 customers, brand perception models for two diverse kinds of products (high and low involvement) were tested. SmartPLS structural equation modeling was applied to produce models for both types of products. Exposure and experience significantly influences brand perception in different product categories, which suggests that customers perceive both high and low involvement. Our study also established that mianzi has a significant moderating role in high‐involvement product category. Ultimately, the findings suggest significant differences in the brand perception of product types with respect to mianzi and the mediational role of perceived quality and satisfaction, providing a structure for future research on brand perception.