An Empirical Study Examining a Mediated Moderated Model of Perceived Price Fairness, Brand Equity and Purchase Intention
This study aims to provide theoretical support related to the interrelationship among perceived price fairness, brand equity and purchase intention in the smartphone industry. In particular, this work presents a better understanding of the effect of gender as a moderating variable on the relationships among these factors for the iPhone brand. The mediated moderated model was evaluated by applying Covariance-based SEM through data collected from 368 Vietnamese respondents who have used or know of the iPhone smartphone brand. The results indicate that: perceived price fairness has significant, positive and direct effects on brand equity; purchase intention is positively impacted by perceived price fairness and brand equity; brand equity plays a mediating role in the indirect effect of perceived price fairness on purchase intention; and the impacts of perceived price and brand equity on purchase intention are different for men and woman, with these effects stronger for female customers than for their male counterparts.