Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy

Cambra‐Fierro, Jesús; Blasco, María Fuentes; Huerta-Álvarez, Rocío; Olavarría, Ana

doi:10.1007/s11628-021-00448-7

Cited by 31 publications

(32 citation statements)

References 118 publications

(146 reference statements)

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“…Although most scholars agree on the measures of consumer-based brand value ( Frías-Jamilena et al, 2018 ; Yang et al, 2019 ; Cho and Hwang, 2020 ; Chokpitakkul and Anantachart, 2020 ; Cambra-Fierro et al, 2021 ; Pina and Dias, 2021 ), these measures are scattered due to the recurring of the components forming brand value dimensions across different brand types. According to the research object of brand value, scholars have examined the measures of brand value from different perspectives, such as grouping by global and local brands ( Zarantonello et al, 2020 ), the nature of fast fashion ( Su, 2016 ), destination brands ( Tasci, 2018 ), etc.…”

Section: Literature Reviewmentioning

confidence: 99%

“…With this, CACBs face severe challenges such as inconspicuous brand characteristics, weak product innovation, high costs of consumer acquisition, and low consumer engagement ( Tangchaiburana and Techametheekul, 2017 ; Park and Yoo, 2018 ). Additionally, complex customization processes, unreasonable prices, and low-quality after-sales services disincentivize consumers ( Merle et al, 2010 ; Liu et al, 2020 ), but can be solved by identifying dimensions that construct brand value for brand building ( Sok and O’Cass, 2011 ; Saleh and Alotaibi, 2018 ; Cambra-Fierro et al, 2021 ). Brand value is the sale or replacement price of a brand ( Raggio and Leone, 2009 ), and it represents the extent to which a brand increases or decreases the total value of a firm ( Yeung and Ramasamy, 2008 ).…”

Section: Introductionmentioning

confidence: 99%

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Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

Liu

et al. 2022

Front. Psychol.

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China apparel customization brands (CACBs) have been recently growing in massive quantities despite being in their infancy stages of brand value building. Although scholars have proven brand value’s importance in sustainable brand growth, studies on the specific context of CACBs are still limited. This research proposes a conceptual framework of CACBs’ brand value measured dimension based on previous studies and divides brand value into both general and specific dimensions. Accordingly, qualitative (semi-structured interviews) and quantitative (online survey) studies were conducted from the perspectives of practitioners and consumers. Ultimately, a scale of 30 items with nine dimensions was generated. Results reveal that brand association in the general dimensions and brand service in the special dimensions were the largest promoters of CACB brand value. Hence, practitioners should pay more attention to dimensions of cognitive conflicts. Practical suggestions for apparel customization marketers are proposed to build and enhance brand value.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

Liu

et al. 2022

Front. Psychol.

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“…A tourist destination is a highly experiential service where, if customers’ expectations are met, an emotional bond is created ( Cambra-Fierro, et al, 2021 ; Ostrom et al 2015 ). Thus, by the principle of reciprocity, if tourists really perceive quality in a destination, they will want to do something positive by helping to promote it—e.g., sharing positive experiences with friends, family, other potential tourists, etc.…”

Section: Discussionmentioning

confidence: 99%

Destination recovery during COVID-19 in an emerging economy: Insights from Perú

Cambra‐Fierro

Blasco

Huerta-Álvarez

et al. 2022

European Research on Management and Business Economics

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The onslaught of the COVID-19 pandemic has had a critical impact on the travel and tourism sector. Tourist destinations in developing countries are even more susceptible to negative trends of this sort due to the importance of tourism in emerging economies and the peculiarities of their infrastructures and healthcare systems. In such a context, the research develops a Partial Least Square (PLS) path modelling to analyze the impact of destination image and perceived health safety on perceived destination quality. We also assess the extent to which perceived quality impacts degree of destination loyalty and customer engagement. Results are based on a sample of 250 travelers visiting Lima during December 2020-January 2021.

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“…From the perspective of consumers, brand knowledge is the awareness of the brand personality ( Zhang et al, 2022 ). It comprises a guarantee from the company to its customers and typically depicts what the brand has endured ( Cambra-Fierro et al, 2021 ). It also describes how people felt about the brand.…”

Section: Theoretical Underpinning and Hypothesis Developmentmentioning

confidence: 99%

Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity

2022

Front. Psychol.

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Branding has been a key factor for the software houses, mainly customers’ expectations for a predicted product and real-time experience. The identity and knowledge of brands set a certain set of expectations in the mind of the consumers and the organization’s employees. This study mainly investigates the effects of brand identity and brand knowledge on the employee-based brand equity (EBBE) and consumer-based brand equity (CBBE). Further, it examined the mediating role of EBBE among these variables. To complete this empirical study, a quantitative survey was conducted using a 30-item survey method to collect data from 243 respondents from China’s software houses. The participants were selected based on purposive sampling. Results show that brand identity and brand knowledge are the main constituents of EBBE, which significantly predicts the CBBE. The study highlights the importance of employees in building overall brand equity. Training and brand promotion activities would help the organizations build a brand identity that positively contributes to the EBBE. Further, brand identity and brand knowledge are needed to improve the human capital, engagement of employees, and their emotional affiliations with the organizations, ultimately making the brand equity of employees stronger.

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Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy

Cited by 31 publications

References 118 publications

Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

Destination recovery during COVID-19 in an emerging economy: Insights from Perú

Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity

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