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...

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Bibliographic Details
Main Authors: Kashif Farhat, Sany Sanuri Mohd Mokhtar, Salniza Md. Salleh
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2020-01-01
Series:Tržište
Subjects:
brand engagement
brand experience
brand personality
brand attributes
automobile market of Pakistan
disjoint two-stage approach of PLS-SEM
Online Access:https://hrcak.srce.hr/file/364120

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