Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy

Jesús J. Cambra-Fierro (), María Fuentes-Blasco (), Rocío Huerta-Álvarez () and Ana Olavarría ()
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Jesús J. Cambra-Fierro: Pablo de Olavide University
María Fuentes-Blasco: Pablo de Olavide University
Rocío Huerta-Álvarez: University of Lima
Ana Olavarría: Pablo de Olavide University

Service Business, 2021, vol. 15, issue 3, No 3, 467-491

Abstract: 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 results suggest that customer-based brand equity has both a direct, positive impact on customer satisfaction and customer reputation and an indirect impact on customer engagement. The final section of the paper presents theoretical discussion of the results and the main implications for business practice.

Keywords: Customer-based brand equity (CBBE); Corporate reputation; Satisfaction; Customer engagement; Experiential services; Emerging economy (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11628-021-00448-7

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