Relationship of Service Brand Equity, Consumer Involvement and Customer Repatronage Intention: An Example of Insurance Industries

To discover brand equity and consumer involvement affect separately or simultaneously repatronage intention. The results suggest﹕ 1.Service brand equity and repatronage intention are right relationship, and brand image can explain significantly repatronage intention. 2.Involvement and repatronage intention are relative.

Perceived importance, sign value, pleasure value and repatronage intention are right relationship, and perceived risk is left, expect sign value, these all can explain significantly repatronage intention. 3.About interactive effect‚brand image and pleasure value or perceived risk; brand awareness and perceived importance will produce interactive effects to affect repatronage intention.