TY - JOUR
T1 - Customer-based brand equity and customer engagement in experiential services
T2 - insights from an emerging economy
AU - Cambra-Fierro, Jesús J.
AU - Fuentes-Blasco, María
AU - Huerta-Álvarez, Rocío
AU - Olavarría, Ana
N1 - Publisher Copyright:
© 2021, The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature.
PY - 2021/5/27
Y1 - 2021/5/27
N2 - 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.
AB - 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.
KW - Corporate reputation
KW - Customer engagement
KW - Customer-based brand equity (CBBE)
KW - Emerging economy
KW - Experiential services
KW - Satisfaction
UR - https://hdl.handle.net/20.500.12724/13342
UR - http://www.scopus.com/inward/record.url?scp=85106477806&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/d0ddee44-f7a2-33ac-9d0f-68b77ff2b39b/
U2 - 10.1007/s11628-021-00448-7
DO - 10.1007/s11628-021-00448-7
M3 - Artículo (Contribución a Revista)
AN - SCOPUS:85106477806
SN - 1862-8516
VL - 15
SP - 467
EP - 491
JO - Service Business
JF - Service Business
IS - 3
ER -