Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad

Document Type : Research Paper

Authors

1 Professor،Faculty of Administrative Sciences and Economics،Ferdowsi University of Mashhad.

2 Master of International Marketing Management, Faculty of Administrative Sciences and Economics, Ferdowsi University of Mashhad

3 Assistant Professor، Faculty of Administrative Sciences and Economics،Ferdowsi University of Mashhad

Abstract

 
 As customers use brands as the carrier of meanings to achieve their identity goals, one of the strategic tools that causes the organizations to be less vulnerable to market competitive activities and emerging of regrets is consumer brand identification. So, this study examines the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad. In this study the sample size consists of 402 consumers of the best sports clubs in Mashhad. This research is practical in terms of objective and in terms of performance and data collection nature is quantitative survey with questionnaire. To test the hypotheses, structural equation modeling technique was used by AMOS software. The results indicates that regretting the brand was directly and indirectly has negative effect on the consumer behavioral intention via satisfaction, consumer brand identification as a moderator reduces the negative impact of regretting the brand on behavioral intention and satisfaction and strengthens the positive impact of satisfaction on behavioral intention.

 

Keywords

References

 Aaker, J. L. (1997). Dimensions of brand personality, Journal of Marketing Research, 34(3), 347–356.
Ajzen, I. (2001). Nature and Operation of Attitudes, Annual review of psychology, 52(1), 27-58.
Baker, A. M. Donthu, N. & Kumar, V. (2016). Investigating how word-of-mouth conversations about
     brands influence purchase and retransmission intentions. Journal of Marketing Research, 53(2), 225–
     239.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139–168.
Bell, D. E. (1982). Regret in decision making under uncertainty. Operations Research, 30(5), 961–981.
Bhattacharya, C.B. Sen, S. (2003). Consumer-company identification: a framework for understanding
     consumers' relationships with companies. Journal of Marketing, 67(2), 76–88.
Brewer, N. T. DeFrank, J. T. & Gilkey, M. B. (2016). Anticipated regret and health behavior: A meta-
    analysis. Health Psychology, 35, 1264-1275.
Buchanan, J. Summerville, A. Lehmann, J. & Reb, J. (2016). The Regret Elements Scale: Distinguishing the
    affective and cognitive components of regret. Judgement and Decision Making, 11(3), 275-286.
Bui, M. Krishen, A. S. & Bates, K. (2011). Modeling regret effects on consumer post-purchase decisions.
     European Journal of Marketing, 45(7/8), 1068–1090.
Carlson, B. D. Suter, T. A. & Brown, T. J. (2008). Social versus psychological brand ommunity: The role of
 psychological sense of brand community. Journal of Business Research, 61(4), 284-291.
Clarke P.D. Mortimer, G. (2013). Self-gifting guilt: an examination of self-gifting motivations and post-
     purchase regret. J. Consum. Mark, 30 (6), 472–483.
Davvetas, V, & Diamantopoulos, A. (2017). Regretting your brand-self? The moderating role of consumer-
     brand identification on consumer responses to purchase regret. Journal of Business Research, 80,218-
 227.
Dessart, L. Veloutsou, C. Morgan-Thomas, A. (2015). Consumer engagement in online brand
     communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42.
Devesa, M. Laguna, M. & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical
     evidence in rural tourism. Tourism Management, 31(4), 547–552.
Dhir, A. Kaur, P. Chen, S. Lonka, K. (2016). Understanding online regret experience in Facebook use –
     Effects of brand participation, accessibility & problematic use. Computers in Human Behavior,59,420-
     430.
Ekici, N. & Dogan, V. (2013). An Analysis of the Regret Concerning the Process of Purchasing and the
     Regret Concerning after the Purchasing in the Context of Characteristic Properties. Int. J. Mark. Stud.
     5(6),73-83.
Elbedweihy, A.M. Jayawardhena, C. Elsharnouby, M.H. Elsharnouby, T.H. (2016). Customer relationship
     building: the role of brand attractiveness and consumer–brand identification, Journal of Business
     Research, 69(8), 2901-2910.
Escalas, J. E. & Bettman, J.R. (2003). You are what they eat: The influence of reference groups on
     consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348.
Fang, Y. Chiu, C. & Wang, E.T. (2011). Understanding Customers' Satisfaction and Repurchase Intentions:
    An Integration of IS Success Model, Trust, and Justice. Internet Research, 21, 479-503.
Gabler, C. B. Landers, V. M. & Reynolds, K. E. (2017). Purchase Decision Regret: Negative Consequences
    of the Steadily Increasing Discount Strategy. Journal of Business Research, 76, 201-208.
Gaustad, t. Samuelsen, B.M. Warlop, L. Fitzsimons, G.J. (2018). The perils of self‐brand connections:
    Consumer response to changes in brand meaning. Psychology & Marketing, 35(11), 818-829.
Grundey, D. (2010). The Marketing Philosophy and Challenges for the New Millennium. Scientific Bulletin-
    Economic Sciences (University of Pitesti), 9(15), 169- 180.
Han, H. and Hyun, S.S. (2015). Customer retention in the medical tourism industry: Impactof quality,
     satisfaction, trust, and price reasonableness. Tourism Management, 46, 20-29.
He, H. Li, Y. (2011). CSR and service brand: the mediating effect of brand identification and moderating
     effect of service quality. Journal of Business Ethics, 100(4), 673–688.
Hu, X. (2005). A data mining approach for retailing bank customer attrition analysis, Applied Intelligence,
     22 (1), pp. 47-60.
Iglesias, O. Singh, J.J. & Batista-Foguet, J.M. (2011). The role of innovated brand experience and affective
     commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582.
Inman, J. J. Dyer, J. S. & Jia, J. (1997). A generalized utility model of disappointment and regret effects on
     post-choice valuation. Marketing Science, 16(2), 97–111.
Jiang, B.  Narasimhan, CH.,  Turut, Ö. (2016). Anticipated Regret and Product Innovation. Management
     Science, 63 (12), 4308-4323.
Keaveney, S. M. Huber, F. & Herrmann, A. (2007). A model of buyer regret:Selected prepurchase and
     postpurchase antecedents with consequences for the brand and the channel. Journal of Business
     Research, 60(12), 1207–1215.
Kim, W. G. Li, J. J. & Brymer, R. A. (2016). The impact of social media reviews on restaurant performance:
    The moderating role of excellence award. International Journal of Hospitality Management, 55(5), 41–
    51.
Kramer, T. Maimaran, M. & Simonson, I. (2012). Asymmetric option effects on ease of
Kunda, Z. (1990). The case for motivated reasoning. Psychological Bulletin, 108(3), 480-498.
Lam, S. K. Ahearne, M. Hu, Y. & Schillewaert, N. (2010). Resistance to brand switching when a radically
     new brand is introduced: A social identity theoryperspective. Journal of Marketing, 74(6), 128-146.
Lauriola, M. Panno, A. weller. J.A. (2018). Regret-Based Decision- Making Style Acts as a Dispositional
     Factor in Risky Choices, Psychological Reports, 0(0), 1-20.
Lee, S.H. and Cotte, J. (2009). Post-purchase consumer regret: Conceptualization and development of the
     PPCR scale, in Advances in Consumer Research, 36, 456–462.
Liao, ch. Lin.H. MeilingLuo, M. Chea, S. (2017). Factors influencing online shoppers’ repurchase
     intentions: The roles of satisfaction and regret. Information & Management, 54(5), 651-668.
Nam, J. Ekinci, Y. & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satis- faction. Annals of
     Tourism Research, 38(3), 1009–1030.
Rather, R.A. (2018) Investigating the Impact of Customer Brand Identification on Hospitality Brand Loyalty:
     A Social Identity Perspective, Journal of Hospitality Marketing & Management, 27(5), 487-513.
Richard, Ch. & Dorah, D. (2014). Does Customer Satisfaction Lead to Customer Trust, Loyalty and
     Repurchase Intention of Local Store Brands? The Case of Gauteng Province of South Africa.
     Mediterranean. Journal of Social Sciences MCSER Publishing, Rome-Italy, 5(9).
Sharabati, M. (2014), The impact of e-procurement system qualities and trust on end-user
     satisfaction/Manal MN Sharabati. University Malaya.
Stokburger-Sauer, N. Ratneshwar, S. & Sen, S. (2012). Drivers of consumer–brand identification.
     International Journal of Research in Marketing, 29(4), 406-418.
Tajfel, H. and Turner, J.C. (1985) The Social Identity Theory of Intergroup Behaviour. In: Worchel, S. and
    Austin, W.G. Eds. Psychology of Intergroup Relations, 2nd Edition, Nelson Hall, Chicago, 7-24.
Tsiros, M. & Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision
    making. Journal of Consumer Research, 26(4), 401–417.
Tuškej, U. Golob, U. & Podnar, K. (2013). The role of consumer–brand identification in building brand
    relationships. Journal of Business Research, 66(1), 53-59.
Udo, G. J. Bagchi, K. K. & Kirs, P. J. (2010). An assessment of customers’ e-service quality perception,
    satisfaction and intention. International Journal of Information Management, 30, 481–492.
Unal, S. and Aydin, H. (2016). Evaluation of consumer regret in terms of Percieved Risk and Repurchase
     Intention. J. Glob. Strateg. Manag. 2(10), 31–44.
Vahedi Moakhar, S.A. Shafigh N. Kazemi, M.R. Zerafat, R. Kalantari, F. (2018). Investigating post-
    purchase regret based on the situational factors of purchase in urban shopping centers, International
    Journal of Academic Research in Management (IJARM), 7(1), 1-14.
van de Calseyde, Philippe P.F.M. Zeelenberg, M. Eversc, Ellen R.K. (2018). The impact of doubt on the
     experience of regret, Organizational Behavior and Human Decision Processes, 149, 97-110.
Zeelenberg, M. (1999). Anticipated regret, expected feedback and behavioral decision- making. Journal of
     Behavioral Decision Making, 12(2), 93–106.
Zeelenberg, M. & Pieters, R. (2004). Beyond valence in customer dissatisfaction: A review and new
     findings on behavioral responses to regret and disappointment in failed services. Journal of Business
     Research, 57(4), 445–455.
Zeelenberg, M. & Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer Psychology,
    17(1), 3–18.
Zeithaml, V. A. Berry, L. L. & Parasuraman, A. (1996). The behavioral consequences of service quality.
    Journal of Marketing, 60(2), 31–46.
Zhang, X. & Prybutok, V. R. (2005). A consumer perspective of e-Service quality. Ieee Transactions on
     Engineering Management, 52(1), 4-23.
Quarterly Journal of Brand Management
Volume 5, Issue 3 - Serial Number 15
November 2018
Pages 109-144

Files

Share

How to cite

Statistics