Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

Management Science Letters Pub Date : 2020-01-01 DOI:10.5267/J.MSL.2020.3.012

Kashif Farhat, Sany Sanuri Mohd. Mokhtar, S. Salleh

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引用次数: 5

Abstract

Article history: Received: February 2, 2020 Received in revised format: March 11 2020 Accepted: March 11, 2020 Available online: March 11, 2020 Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand affect. The data was collected from 426 automobile customers in Pakistan through multistage cluster sampling technique. PLS-SEM analysis of the data supported the relationships between brand equity drivers and brand engagement and the mediating role of brand affect. Brand experience, brand personality, and brand affect emerged as the significant predictors to brand engagement. It is recommended that brand managers design marketing plans with a greater emphasis and focus on pleasant brand experiences which result in brand affect, ultimately leading to brand engagement. © 2020 by the authors; licensee Growing Science, Canada

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链接品牌参与与基于顾客的品牌资产和品牌体验、品牌个性和品牌影响的作用:以巴基斯坦汽车市场为例

文章历史:收稿日期:2020年2月2日收稿日期:2020年3月11日收稿日期:2020年3月11日在线发布日期:2020年3月11日品牌参与在营销中是一个相对较新的概念。本研究的目的是揭示品牌参与与基于客户的品牌资产驱动因素之间的关系;品牌个性、品牌体验、品牌情感。通过多阶段聚类抽样技术，从巴基斯坦的426家汽车客户中收集数据。PLS-SEM分析数据支持品牌资产驱动因素与品牌投入之间的关系以及品牌情感的中介作用。品牌体验、品牌个性和品牌影响成为品牌参与的重要预测因素。建议品牌经理在设计营销计划时更加强调和关注愉快的品牌体验，从而产生品牌影响，最终导致品牌参与。©2020作者所有;加拿大Growing Science公司

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来源期刊

Management Science Letters

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0.00%

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审稿时长

20 weeks

期刊介绍： Management Science Letters is a peer reviewed, monthly publication dedicated to create a forum for scientists in all over the world who wish to share their experiences and knowledge in the field of management skills in the form of original, high quality and value added articles. The journal''s policy is to perform a peer review on all submitted articles and the papers will be appeared in a form of online on our website as soon as the review result becomes positive. The journal covers both empirical and theoretical aspects of management and gives the chance on sharing knowledge among practitioners. Management Science Letters is dedicated for publishing in the following areas: • Quality Management • Production Management (Scheduling, Production management, etc.) • Total Quality Management (TQM) • Six Sigma • Production Efficiency • Just in Time Inventory • Data Envelopment Analysis • Balanced Score Card • Activity Based Cost (ABC) • Technology Acceptance Model • Marketing planning and Customer Relationship Management • Critical Success Factors • e-learning • Customer satisfaction, Job satisfaction, Job turnover, • Organizational commitment, Employee Commitment • Knowledge Management • Knowledge sharing • Human Resources Management (Employee training, Employee Performance, Work achievements,) • Small and medium-sized enterprises (SMEs) issues and Economic development • Innovation, Creativity, Productivity and Performance • Multi-Criteria Decision Making Applications in Management Science (AHP, BWM, TOPSIS, …) • Education Management, Social development, Public Policy • Tourism Industry, Tourism promotion, Tourism directorates • Business performance and financial performance