Author:
Gligor David,Bozkurt Sıddık
Abstract
Purpose
This study aims to investigate the effect of perceived brand interactivity on customer purchases along with the mediating effect of perceived brand fairness. To increase the explanatory power of the model, this study also examines the moderating role of brand involvement.
Design/methodology/approach
An online survey was conducted to measure the constructs of interest. The direct, indirect (mediation) and conditional (moderation) effects were evaluated using linear regression, PROCESS Model 4 and PROCESS Model 59, respectively. Further, the Johnson Neyman (also called floodlight analysis) technique was used to probe the interaction terms.
Findings
The study results indicate that perceived brand interactivity directly and indirectly (via perceived brand fairness) impact customer purchases. The results also reveal that the positive impact of perceived brand interactivity on perceived brand fairness is greater when brand involvement is lower. In the same vein, the positive impact of perceived brand fairness on customer purchases is greater when brand involvement is lower. However, brand involvement does not moderate the impact of perceived brand involvement on customer purchases.
Originality/value
This study examines the effect of perceived brand interactivity on customer purchases (as a customer engagement behavior) while accounting for the mediating role of perceived brand fairness and the moderating role of brand involvement. The results provide noteworthy theoretical and managerial implications.
Subject
Management of Technology and Innovation,Marketing
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