Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
Abstract
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...
Paper Details
Title
Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
Published Date
May 27, 2021
Journal
Volume
15
Issue
3
Pages
467 - 491
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