Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM

Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM

Purpose – The study aims to theoretically establish brand personality, brand experience, brand attributes, and brand affect as antecedents of brand engagement. Additionally, this study seeks to enhance customer-based brand equity and relationship marketing theories in relation to brand engagement be...

Ausführliche Beschreibung

Bibliographische Detailangaben
Hauptverfasser: Kashif Farhat, Sany Sanuri Mohd Mokhtar, Salniza Md. Salleh
Format: Artikel
Sprache:English
Veröffentlicht: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2020-01-01
Schriftenreihe:Tržište
Schlagworte:
brand engagement
brand experience
brand personality
brand attributes
automobile market of Pakistan
disjoint two-stage approach of PLS-SEM
Online Zugang:https://hrcak.srce.hr/file/364120

Online

https://hrcak.srce.hr/file/364120

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