The Role of Customer Involvement in Mediating the Relationship Between Brand Equity and Customer Loyalty

被引：0

作者：

Huang, Yun-Chin ^{[1
]}

Hu, Yu-Jia ^{[2
]}

Liu, Feng-Ming ^{[2
]}

Su, Ling-Ching ^{[3
]}

机构：

[1] Taipei City Univ Sci & Technol, Taipei, Taiwan

[2] Lan Yang Inst Technol, Toucheng, Yilan, Taiwan

[3] Fortune Inst Technol, Dept Mkt & Distribut Management, Kaohsiung, Taiwan

来源：

PROCEEDINGS OF THE 2017 INTERNATIONAL CONFERENCE ON ORGANIZATIONAL INNOVATION (ICOI 2017) | 2017年 / 131卷

关键词：

customer involvement; brand equity; customer loyalty; consumer behavior; INDEXES;

D O I：

暂无

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The prior research indicated there were significant relationship between customer involvement, brand equity, and customer loyalty. The purpose for the study was to find out how customer involvement mediates the relationship between brand equity and customer loyalty. The participants for this research were selected as the consumers having the shopping experience for smart phone in Taiwan, resulting in 182 individual surveys for this research. The results supported hypothesis and revealed brand equity and customer involvement had significant and positive relationship with customer loyalty, while customer involvement has partial indirect effect on customer loyalty in path analysis. Finally, this research generated the suggestions for business strategies and suggested future scholar studies.

引用

页码：339 / 342

页数：4

共 50 条

[1] Examining the mediating role of social interactivity between customer engagement and brand loyalty
Ting, Ding Hooi
Abbasi, Amir Zaib
Ahmed, Sohel
[J]. ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS, 2021, 33 (05) : 1139 - 1158
[2] Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty
Ahmed, Suhaib
Ghaffar, Abdul
Zaidi, Syed Shahid Zaheer
Islam, Tahir
Khan, Muhammad Mumtaz
Islam, Fazila
Kincl, Tomas
Sheikh, Altaf Ahmed
[J]. JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE, 2024, 34 (02) : 207 - 230
[3] Role of components of destination competitiveness in the relationship between customer-based brand equity and destination loyalty
Wong, Philip Pong Weng
[J]. CURRENT ISSUES IN TOURISM, 2018, 21 (05) : 504 - 528
[4] Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust
Emmanuel Silva Quaye
Cleopatra Taoana
Russell Abratt
Peter Anabila
[J]. Journal of Brand Management, 2022, 29 : 363 - 382
[5] Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust
Quaye, Emmanuel Silva
Taoana, Cleopatra
Abratt, Russell
Anabila, Peter
[J]. JOURNAL OF BRAND MANAGEMENT, 2022, 29 (04) : 363 - 382
[6] The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship
Singh, Ramendra Pratap
Banerjee, Neelotpaul
[J]. IIMB MANAGEMENT REVIEW, 2021, 33 (02) : 119 - 132
[7] Customer Equity as Mediator of Customer Experience and Loyalty Relationship
Nanda, Andesna
Thayib, Armanu
Wijayanti, Risna
Rofiaty
[J]. QUALITY-ACCESS TO SUCCESS, 2021, 22 (185): : 31 - 37
[8] The Relationship between Brand Experience, Customer Satisfaction and Customer Loyalty: Brand Trust as The Intervening Variable
Yuliyasti, Rahmi
Masdupi, Erni
Abror, Abror
[J]. PROCEEDINGS OF THE FIRST PADANG INTERNATIONAL CONFERENCE ON ECONOMICS EDUCATION, ECONOMICS, BUSINESS AND MANAGEMENT, ACCOUNTING AND ENTREPRENEURSHIP (PICEEBA 2018), 2018, 57 : 366 - 374
[9] The Relationship between Customer Equity and Customer Loyalty-A Case of Banking Industry
Wang, Tien-chin
Ko, Chiung-hui
Kuo, Su-hui
[J]. 2014 INTERNATIONAL CONFERENCE ON BUSINESS, ECONOMICS AND MANAGEMENT (BEM 2014), VOL 2, 2014, 2 : 196 - 201
[10] The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction
Van Dat Tran
Thi Ngoc Linh Vo
Thu Quynh Dinh
[J]. JOURNAL OF ASIAN FINANCE ECONOMICS AND BUSINESS, 2020, 7 (04): : 213 - 221

← 1 2 3 4 5 →