Worcester Research and Publications

SEARCH EPRINTS:

USER PANEL:

Registered Users - Log in using your University of Worcester ID and Password to submit items to the repository.

ABOUT THE COLLECTION:

WRaP is a collection of research papers and university publications. It presents the academic and creative work of the university. You are welcome to look for and obtain items of interest and make contact with the authors and creators.

CONTACT DETAILS:

All correspondence about WRaP should be sent to the Repository Manager.

The Hidden Chain of Branded Telecommunication Services Delivery: Value, Trust, Brand, Price Tolerance and Word of Mouth Communication Chain

Lists

Tools

Nikhashemi, S. R., Valaei, N., Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611 and Bressolles, G. (2021) The Hidden Chain of Branded Telecommunication Services Delivery: Value, Trust, Brand, Price Tolerance and Word of Mouth Communication Chain. Journal of Relationship Marketing, 20 (3). pp. 204-240. ISSN 1533-2667

Preview

Text
AAM-Rezaei-9592-The-hidden-chain-of-branded-telecommunication-services-delivery-value-trust-brand-price-tolerance-and-word-of-mouth-communication-chain.pdf - Accepted Version
Download (806kB) | Preview

Official URL: https://www.tandfonline.com/doi/full/10.1080/15332...

Abstract

Due to high customer switching behavior from one mobile service provider to another and high competition within the market, scholars, and marketers are trying to find and formulate the most appropriate consumer-driven business strategy to stay competitive. Grounded in means-end, value, and brand equity theories, this study proposes an integrative model in the telecom context to establish value → trust→ brand → price tolerance→ word of mouth communication (WOMC) chain. As a primary approach, the survey method is used through which 437 online responses were collected. Applying Structural Equation Modeling (SEM), the findings of this study show that the empirical outcomes tally with the proposed relationships (the chain) and the importance-performance map analysis indicates that both perceived value and brand trust have the highest influence on price tolerance. Brand image and perceived value also demonstrate to be of highest importance in building positive WOMC in the context of the telecoms industry. In addition, this study found that brand equity components have strong mediating effects, while the moderating roles of gender and age across groups varies. Overall, this study contributes to the service marketing, branding, and consumer behavior literature, particularly in the context of telecommunications.

Item Type:	Article
Additional Information:	Staff and students at the University of Worcester can access the full-text of the online published article via the online Library Search. External users should check availability with their local library or Interlibrary Requests Service.
Uncontrolled Discrete Keywords:	branded services, perceived value, price tolerance, word of mouth communication, WOMC, IRWRG
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Related URLs:	Publisher https://library.worc.ac.uk/
Depositing User:	Sajad Rezaei
Date Deposited:	04 Aug 2020 13:14
Last Modified:	15 Feb 2023 14:32
URI:	https://eprints.worc.ac.uk/id/eprint/9592

Actions (login required)

View Item

Altmetric

CORE (COnnecting REpositories)

© University of Worcester Henwick Grove, WR2 6AJ Tel: 01905 855000 | Materials in WRaP are protected by copyright and other intellectual property rights. By using WRaP you agree to abide by UK copyright laws.

Worcester Research and Publications is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.