Impact of Brand Engagement on Behavioral Loyalty, Brand Equity and WOM Through Attitudinal Loyalty

This study examines the relationship of brand engagement (BE) with attitudinal loyalty (ATL), behavioral loyalty (BHL), overall brand equity (OBE), and word-of-mouth (WOM) in the context of restaurant diners. This integrative relationship has been identified with the framework of the theory of planned behavior. Data was collected from 302 Indian customers of casual dining restaurants. Proposed theoretical relationships were tested with...