Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
Date
2021Metadata
Show full item recordAbstract
The aim of this research is to analyze links between customer-based brand equity and customer engagement in the field of experiential services (e.g., private health clinics)—taking an emerging economy context as our reference. The authors put forth a chain of effects—based in Social Capital Theory—to test the impact of customer-based brand equity on customer engagement, mediated by satisfaction and customer reputation. Causal model estimation results suggest that customer-based brand equity has both a direct, positive impact on customer satisfaction and customer reputation and an indirect impact on customer engagement. The final section of the paper presents theoretical discussion of the results and the main implications for business practice.
How to cite
Cambra-Fierro, J.J., Fuentes-Blasco, M., Huerta-Álvarez, R. & Olavarria, A. (2021). Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy. Service Business. https://doi.org/10.1007/s11628-021-00448-7Publisher
SpringerCategory / Subcategory
Ciencias empresariales / MarketingSubject
Journal
Service BusinessNote
Indexado en Scopus
Collections
- Marketing [16]
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