Measuring the Role of Psychographic Segments (VALS) as a mediating variable between Brand Resonance Model and Online Repurchase Intentions - An Applied study on Luxury Fashion Products

Abstract

Every company hopes to make its brand reaches millions of people; in conventional marketing, it costs a lot, while the online shopping can overcome such problem. This study is concerned with answering a specified question and fills in a certain gap which is measuring the role of high resource psychographic segments on the relationship between brand resonance building blocks and online repurchase intention of internet users in Egypt. The research model identifies the structural relationships between the following constructs (Innovators, thinkers, experiencer and achiever toward high resource psychographic segments) and (brand resonance, emotional and rational building blocks toward a brand) and (online repurchase intention).