Business, Management and Accounting
3 years ago

Strong brand loyalty boosts customer engagement in emerging markets!

Service Business
Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
Jesús Cambra‐Fierro, María Fuentes Blasco, Rocío Huerta-Álvarez, Ana Olavarría-Jaraba

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The article explores how customer-based brand equity affects customer engagement in experiential services in emerging economies. The researchers found that customer-based brand equity directly influences customer satisfaction and reputation, which in turn impacts customer engagement. This suggests that building a strong brand can lead to higher customer engagement in services like private health clinics.