Assessing the impact of customer engagement on brand performance: The Mediating Role of Customer-Based Brand Equity (CBBE)

Ireneus Gundona, Fred A. Yamoah () and Irfan ul Haq
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Ireneus Gundona: Consumer Insights Consult Ltd
Fred A. Yamoah: Birkbeck, University of London
Irfan ul Haq: SRIBP

A chapter in Corporate Management Ecosystem in Emerging Economies, 2023, pp 403-423 from Springer

Abstract: Abstract The study aimed to investigate the relationship between customer engagement, customer-based brand equity, and brand market performance in the alcoholic Bitters industry in Ghana. The study found that customer engagement has a significant positive impact on brand performance, which suggests that actively engaging with customers can contribute to improving a brand’s market performance. Additionally, the study identified brand loyalty, brand awareness, and brand association as key factors that mediate the relationship between customer engagement and brand performance, implying that enhancing these customer-based brand equity variables can further strengthen the relationship between customer engagement and brand performance. Moreover, the study found a high consumption rate of alcoholic Bitters among the respondents surveyed, with an estimated overall consumption rate of 89%. This information may be useful for companies operating in this industry, as it suggests that there is a strong market demand for alcoholic Bitters in Ghana. Overall, the study’s findings provide valuable insights into the factors that influence brand market performance in the alcoholic Bitters industry in Ghana and may be useful for companies looking to improve their brand performance and customer engagement strategies in this market.

Keywords: Customer engagement; Brand equity; Brand awareness; Brand association; Brand loyalty; Perceived quality; Brand performance (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-41578-4_21

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DOI: 10.1007/978-3-031-41578-4_21

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