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Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands


Affiliations
1 The Business School, University of Jammu, India
2 Department of MBA, Kathua Campus, University of Jammu, India
     

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Although there are many of studies regarding customer brand engagement, still there has been a spare of research, examining how to engage customers in generating loyalty and superior brand equity. To analyse effects of customer brand engagement on brand equity and brand loyalty towards hospitality brands has been the main goal of this study. Self administrated survey was conducted in hospitality brands. The quantitative data was analysed using descriptive statistics, correlation and regression analysis. The results indicated significant and positive interrelationships among customer brand engagement, brand loyalty and brand equity. These findings can aid managers in determining which factors/dimensions to consider when planning, developing strategies and making informed decision to strengthen brand loyalty and brand equity in building customer brand relationships towards hospitality. The current research could further offer a platform for scholars to perform future research.


Keywords

Customer Brand Engagement, Brand Equity, Brand Loyalty, Customer Relationships, Hospitality Brands.
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  • Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands

Abstract Views: 274  |  PDF Views: 1

Authors

Raouf Ahmad Rather
The Business School, University of Jammu, India
Jyoti Sharma
Department of MBA, Kathua Campus, University of Jammu, India
Murtaza Hassan Itoo
The Business School, University of Jammu, India

Abstract


Although there are many of studies regarding customer brand engagement, still there has been a spare of research, examining how to engage customers in generating loyalty and superior brand equity. To analyse effects of customer brand engagement on brand equity and brand loyalty towards hospitality brands has been the main goal of this study. Self administrated survey was conducted in hospitality brands. The quantitative data was analysed using descriptive statistics, correlation and regression analysis. The results indicated significant and positive interrelationships among customer brand engagement, brand loyalty and brand equity. These findings can aid managers in determining which factors/dimensions to consider when planning, developing strategies and making informed decision to strengthen brand loyalty and brand equity in building customer brand relationships towards hospitality. The current research could further offer a platform for scholars to perform future research.


Keywords


Customer Brand Engagement, Brand Equity, Brand Loyalty, Customer Relationships, Hospitality Brands.

References