Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM

Kashif Farhat (), Sany Sanuri Mohd Mokhtar () and Salniza Md. Salleh ()
Additional contact information
Kashif Farhat: Universiti Utara Malaysia, School of Business Management
Sany Sanuri Mohd Mokhtar: Universiti Utara Malaysia, School of Business Management
Salniza Md. Salleh: Universiti Utara Malaysia, School of Business Management

Tržište/Market, 2020, vol. 32, issue 2, 147-168

Abstract: Purpose – The study aims to theoretically establish brand personality, brand experience, brand attributes, and brand affect as antecedents of brand engagement. Additionally, this study seeks to enhance customer-based brand equity and relationship marketing theories in relation to brand engagement behavior. Design/methodology/approach – Through a survey questionnaire, 426 responses were collected from automobile customers. Following the multistage cluster sampling technique, respondents were contacted through the mall intercept method. The respondents’ data was analyzed through PLS-SEM path modeling using the disjoint two-stage approach. Findings and implications – Brand personality, brand experience, brand attributes, and brand affect significantly the brand engagement behavior being explained, especially, brand affect mediated between these antecedents and brand engagement. Limitation – The cross-sectional research design of the study has some limitations. Further, brand affect, as a mediator, has explained 40.7% of the variation in brand engagement. Other mediators may explain the rest of the variation in brand engagement. As the study is related to the automobile market in Pakistan, the results may not be generalized to other parts of the world. Originality – It is the first study to examine brand affect as a mediator that theoretically links brand personality, experience, attributes to brand engagement in an integrative framework, specifically for automobile brands. The disjoint two-stage approach of PLS-SEM in this study has been rarely used in marketing and business management research.

Keywords: brand engagement; brand experience; brand personality; brand attributes; automobile market of Pakistan; disjoint two-stage approach of PLS-SEM (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.22598/mt/2020.32.2.147 (application/pdf)
None

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zag:market:v:32:y:2020:i:2:p:147-168

Ordering information: This journal article can be ordered from
Tržište/Market, Faculty of Economics and Business, Trg J. F. Kennedy 6, 10000 Zagreb, Croatia.
http://www.efzg.unizg.hr/trziste

Access Statistics for this article

Tržište/Market is currently edited by Đurđana Ozretić Došen

More articles in Tržište/Market from Faculty of Economics and Business, University of Zagreb Contact information at EDIRC.
Bibliographic data for series maintained by Tanja Komarac ( this e-mail address is bad, please contact ).