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Brand Equity Determinants and Ecologically Conscious Consumer Behavior in Ridesharing: Serial Mediation and Moderation Analysis by Anurag Singh; Ashok Kumar Patel; Shefali Jaiswal; Punita Duhan; Vinod Kumar Singh is a Business, Management and Accounting article available to read on EtoBox.

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## 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 deter

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Author

Anurag Singh; Ashok Kumar Patel; Shefali Jaiswal; Punita Duhan; Vinod Kumar Singh

Publisher

Emerald

Published

2023

Field

Business, Management and Accounting (Social Sciences)