Cluster Computing

, Volume 22, Supplement 4, pp 10207–10217 | Cite as

The structural equation analysis of perceived product innovativeness upon brand loyalty based on the computation of reliability and validity analysis

  • Baoli WangEmail author
  • Yubi Gao
  • Zhenxing Su
  • Jing Li


Based on the theory of perceived product innovativeness and brand value, this study divides perceived product innovativeness into perceived newness and perceived meaningfulness, while introducing brand image and customer perceived value as mediators and consumer innovativeness as moderator to study the influence mechanism of consumer perceived product innovativeness on brand loyalty. Our research results show that: perceived product innovativeness will not only have a significant positive impact on brand loyalty, but will also have an indirect positive impact on brand loyalty through brand image and customer perceived value; furthermore, consumer innovativeness positively regulates the impact of perceived product innovation on brand image, but has no significant moderating effect on the relationship of perceived product innovativeness and brand loyalty. These findings also provide a theoretical basis for enterprises to improve consumer brand loyalty, excavate potential customers, and focus on brand experience.


Perceived product innovativeness Brand loyalty Brand image Customer perceived value Consumer innovativeness 



The authors acknowledge the Foundation of Shaanxi Educational Committee in 2017, China (Grant No. 17JK0532).


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Copyright information

© Springer Science+Business Media, LLC 2017

Authors and Affiliations

  1. 1.School of Economics and ManagementXi’an University of TechnologyXi’anChina

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