Brand as a Customer Value Driver: Relationships with Customer Engagement

Maciejewski Grzegorz () and Krowicki Piotr ()
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Maciejewski Grzegorz: Department of Market and Consumption, Faculty of Economics, University of Economics in Katowice
Krowicki Piotr: Department of Management, Faculty of Applied Sciences, WSB University

Marketing of Scientific and Research Organizations, 2022, vol. 43, issue 1, 53-74

Abstract: This article presents theoretical considerations regarding the concept of ‘brand’, identifying it as a value driver for customers and defining how important a brand is in the value creation process. Brand-related constructs (brand strength, brand value, brand equity, brand awareness, brand knowledge, brand reputation, brand image, and brand identity) found in the literature are defined, paying particular attention to brand equity as a construct more closely related to the concept of perceived value. The article also discusses the various levels of meaning of a brand and presents the concept of customer engagement (CE), identifying the relationships between a brand, the concept of perceived value, and customer engagement. The conclusions highlight the strong relationships between brands and the category of customer value. Additionally, the article presents the phenomenon of customer engagement as a theoretical perspective for brand identification in the process of customer value creation.

Keywords: brand equity; brand; customer perceived value; perceived value creation; customer engagement (search for similar items in EconPapers)
JEL-codes: D16 M31 M37 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:43:y:2022:i:1:p:53-74:n:2

DOI: 10.2478/minib-2022-0003

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