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27-05-2021 | Empirical article

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

Authors: Jesús J. Cambra-Fierro, María Fuentes-Blasco, Rocío Huerta-Álvarez, Ana Olavarría

Published in: Service Business | Issue 3/2021

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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.

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Title: Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
Authors: Jesús J. Cambra-Fierro
María Fuentes-Blasco
Rocío Huerta-Álvarez
Ana Olavarría
Publication date: 27-05-2021
Publisher: Springer Berlin Heidelberg
Published in: Service Business / Issue 3/2021
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-021-00448-7

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