Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms

Arghya Ray, Pradip Kumar Bala, Shibashish Chakraborty and Shilpee A. Dasgupta

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: Understanding service branding from the customer perspective is helpful for various organizations to attain a competitive edge and build a strong customer base. This research work aims to evaluate the various dimensions and constructs that affect brand equity and user's willingness to undertake courses from various e-Learning providers. Data for the quantitative study was obtained using a questionnaire based survey. Analysis of the 378 responses reveals that consumer experience is a strong predictor of both brand meaning and customer satisfaction. Although brand meaning positively impacts brand equity, brand awareness demonstrates a negative effect on brand equity. However, brand equity and customer satisfaction have a significant and positive impact on intention to undertake courses from online learning platforms. The study concludes with discussion on different implications, shortcomings, and directions for future research.

Keywords: Brand awareness; Brand equity; Customer satisfaction; e-learning services; Online reviews and ratings; Purchase intention (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s096969892031359x

DOI: 10.1016/j.jretconser.2020.102351

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