Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands

Rather, Raouf Ahmad; Sharma, Jyoti; Itoo, Murtaza Hassan

doi:10.56401/abhigyan/36.2.2018.41-50

Cited by 5 publications

(3 citation statements)

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“…A lot of scientific sources focus on a chain between BE and BL as inseparable steps towards the investigation of higher orders of customer-brand relationship phenomenon (Goldsmith, 2012; Leckie et al, 2016; Rather et al, 2018a) considering BE to be a direct proxy for BL (Solem, 2016). It is found to be true with all types of engagement, namely, affective, cognitive and behavioural engagement (Dessart et al, 2019).…”

Section: Methodsmentioning

confidence: 99%

Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults

Morkūnas

2022

IIM Kozhikode Society & Management Review

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The present study reveals differences in brand engagement, brand loyalty and brand evangelism among single or no parented young adults. It was found that persons who were raised without one or both parents for at least three years show higher emotional connectivity to brands compared to their counterparts from a control group. A widely recognized structural equation modelling technique—partial least squares method—has been applied in order to test the research hypotheses. Two Baltic States, namely, Lithuania and Latvia, served as an empirical basis of the study. The results of the research are relevant not only to business related disciplines, such as marketing and management, but also to other social sciences fields presuming the existence of more psychology-related differences among single or no parented persons.

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Section: Methodsmentioning

confidence: 99%

Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults

Morkūnas

2022

IIM Kozhikode Society & Management Review

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“…Interaction, value co-creation and relationship are particularly more relevant in services which are epitomized by personnel interactive form (Prahalad & Ramaswamy, 2004). Similarly, the relationship between CBE and loyalty, customer satisfaction and customer value is also found in the marketing literature (Bowden, 2009;Rather et al, 2018). services (Fang et al, 2017).…”

Section: Online Brand Experiences and Customer Brand Engagementmentioning

confidence: 90%

Relationship between Online Experience and Customer Engagement

Amin,

Nika

2022

Abhigyan

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“…It consists of five dimensions: online communities, interaction, sharing of content, accessibility, and credibility. Furthermore, the customer engagement instrument is from previous research by Rather, Sharma, and Itoo (2018), with five dimensions: enthusiasm, attention, absorption, interaction, and identification. Meanwhile, repurchase intention instruments are developed from previous research by Anjani (2021).…”

Section: Methodsmentioning

confidence: 99%

Social Media Marketing through Instagram and Repurchase Intention: The Mediating Role of Customer Engagement

Simbolon

Law²

2022

Binus Business Review

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In the digital era, the presence of social media has a strategic function in marketing that can be optimized to strengthen the company’s competitiveness. Besides having an essential role in promoting products and services quickly and massively, social media is also effective in building relationships with customers. Therefore, the company’s ability to optimize social media is a key success factor in winning the competition. The research aimed to determine the effect of social media marketing through Instagram on repurchase intention mediated by customer engagement. The research applied a quantitative approach and involved a sample of 102 Kopi Chuseyo Instagram followers taken through a simple random sampling technique. Data were collected using a questionnaire. Then, a quantitative approach with path analysis was used to analyze the research data. Research findings show that social media marketing has a significant effect on customer engagement and repurchase intention. The findings also mention that customer engagement affects repurchase intention positively and significantly. In addition, customer engagement also mediates the effect of social media marketing on repurchase intention. Therefore, companies should identify the appropriate type of social media according to their products and services to support marketing programs. They should also focus on certain social media to run its marketing program.

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Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands

Cited by 5 publications

References 0 publications

Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults

Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults

Relationship between Online Experience and Customer Engagement

Social Media Marketing through Instagram and Repurchase Intention: The Mediating Role of Customer Engagement

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