Brand Satisfaction and Brand Equity: An Interplay between various Dimensions of Customer Brand Engagement
Keywords:
Customer brand engagement (CBE), brand satisfaction, brand equityAbstract
In this study, authors developed a theoretical framework for examining the relationship between brand satisfaction, customer brand engagement (CBE) dimensions and brand equity in the context of hedonic brands and utilitarian brands. Three dimensions namely cognitive processing, affection and activation were used to measure customer brand engagement. On the basis of theoretical evidences, the results reveal that brand satisfaction and CBE dimensions have a differing impact on brand equity. Theoretical implications and avenues for further research were also discussed.
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