INFLUENCE OF CONSUMER ENGAGEMENT AND EXPERIENCE IN CREATING BRAND EQUITY FOR THE RETAILER

Abstract

The main objective of this study is to analyse the influence that customer engagement and customer experience have on the creation of brand equity for the retailer, through its relationship with awareness and loyalty. The relationships established between the variables contribute to the achievement of loyalty, which, in turn, generates greater brand equity for the retailer. The work contributes to the study of customer engagement, considered as a relatively new concept in marketing (Farhat et al., 2020). It analyses the influence engagement and experience have on awareness and loyalty when generating brand equity for the retailer.

https://doi.org/10.3232/GCG.2022.V16.N2.04
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