Identifying the Drivers of Service Quality and Perceived Value in Forming Brand Resilience and Consumer Attitude: Expounded by Equity Theory

Purpose This research investigates the impact of brand resilience on consumer attitude and purchase intention. Additionally, it identifies service quality and perceived value as antecedents of brand resilience. The study aims to understand how these antecedents enable a brand to maintain consumer loyalty in a changing business environment.Design A descriptive research design using cross-sectional research was applied in this study. Data collected from 500 respondents was used to establish the reliability and validity of the constructs. The study adopted structural equation modeling (SEM), fuzzy-set qualitative comparative (fsQCA), and necessary condition analysis. This comprehensive methodology provides a deeper understanding of the factors influencing brand resilience and its substantial impact on consumers.Findings The results indicate that service quality and perceived value contribute to brand resilience in the repair of consumer durable goods. The service quality of consumer durable goods is positively affected by perceived safety and price perception. However, there is a negative link between perceived risk and service quality. Perceived benefits, necessity boost perceived value. Both perceived value and service quality positively relate to brand resilience. Additionally, brand resilience positively impacts consumer attitude and purchase intention.Originality The study identified price perception, perceived safety and perceived risk as determinants of service quality, while perceived value was preceded by perceived necessity and benefit. These findings enhance the literature on brand resilience and equity theory. The novelty of this study lies in determining two antecedents of brand resilience, namely service quality and perceived value, and their differential impact on consumer attitude and purchase intention. Additionally, this could be pioneering work on consumer durable goods by applying the asymmetric fsQCA. This reinforces the notion that a strong and adaptive brand can cultivate positive consumer sentiment in driving purchase behavior.