Brand equity determinants and ecologically conscious consumer behavior in ridesharing: serial mediation and moderation analysis
Management of Environmental Quality
ISSN: 1477-7835
Article publication date: 2 October 2023
Issue publication date: 2 January 2024
Abstract
Purpose
This study focuses on Aaker's Brand Equity Model, to check the effect of brand equity determinants on booking intention (BI) for ridesharing in India. The study also explores the moderation of ecologically conscious consumer behavior (ECCB) on the multiplicative effect of brand awareness (BAw), brand association (BA) and perceived quality (PQ) in influencing the BI.
Design/methodology/approach
Responses from 393 Indian ridesharing users were collected using judgmental sampling and were analyzed using Hayes Process macro.
Findings
The study found a direct relationship between BAw and BI, BAw and BA, BAw and PQ, BA and PQ, PQ and BI, and BA and BI. Findings revealed mediation of BA in BAw and BI relationship and PQ in BAw and BI relationship. Results revealed that BA and PQ serially mediate BAw and BI relationship. ECCB moderates PQ and BI relationship but not BAw and BI relationship.
Research limitations/implications
Serial mediation and moderated-mediation results draw various theoretical implications for determinants of Aaker's Brand Equity model and ECCB.
Practical implications
The research has several implications for managers in view of brand equity determinants and ECCB. The study also contributes to policy implications.
Originality/value
Study's novel contributions are mediation, serial mediation between brand equity determinants, and moderation of ECCB between BAw and BI for ridesharing.
Keywords
Acknowledgements
The authors would like to thank the reviewers for their valuable comments. Additionally, the authors want to extend their thanks to the editor (Prof Malin Song) for his helpful gesture in making this work publishable. The authors are also thankful to Banaras Hind University for financial support through the Institutions of Eminence research grant (scheme No. 6031).
Citation
Singh, A., Patel, A.K., Jaiswal, S., Duhan, P. and Singh, V.K. (2024), "Brand equity determinants and ecologically conscious consumer behavior in ridesharing: serial mediation and moderation analysis", Management of Environmental Quality, Vol. 35 No. 1, pp. 119-138. https://doi.org/10.1108/MEQ-06-2023-0165
Publisher
:Emerald Publishing Limited
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