Brand equity and customer behavioral intentions : a mediated moderated model

Purpose: The purpose of this paper is to examine the relationship between brand equity and customer behavioral intentions to repeat purchases, willingness to pay a price premium, switch and provide positive word of mouth. It further explores the mediating role of customer satisfaction and the moderating impact of customer age, education and gender on these relationships. Design/methodology/approach: Data were collected from 283 banking customers and analyzed with structural equation modeling. Findings: The results supported a strong relationship between brand equity and all four measures of behavioral intent with customer satisfaction partially mediating these relationships. In addition, the results supported the moderating effect of customer age and education on the customer satisfaction-switch relationship. Practical implications: The study provides a useful perspective on the impact of brand building investments on consumers’ behavioral intentions, which bank managers can use to monitor and evaluate the outcome of branding initiatives and relationship management strategies. Originality/value: The study provides a nuanced understanding of the effect of brand equity on consumer behavioral intentions. It also explains the mediating and moderating effects of customer satisfaction and demographical characteristics.