Impact of Brand Commitment on Brand Equity: A Conceptual Framework
Keywords:
Brand commitment, brand equity, customer brand engagement, cognitive processing, affection, activationAbstract
The present study investigates the linkages between the brand commitment and brand equity through customer brand engagement (CBE). We propose a significant relationship between brand commitment and CBE. Also, there is a significant of CBE on brand equity. We measure CBE through its three dimensions, namely, affection, cognitive processing and activation. Rooted in the relationship marketing theory, the proposed linkages between the constructs are conceptualized. Limitations and issues for future research are discussed.
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