RT Journal Article
T1 Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy
A1 Cambra-Fierro, Jesús
A1 Fuentes Blasco, María
A1 Huerta-Álvarez, Rocío
A1 Olavarría Jaraba, Ana
K1 Customer-based brand equity (CBBE)
K1 Corporate reputation
K1 Satisfaction
K1 Customer engagement
K1 Experiential services
K1 Emerging economy
AB The aim of this research is to analyze links between customer-based brand equity and customer engagement in the field of experiential services (e.g., private health clinics)—taking an emerging economy context as our reference. The authors put forth a chain of effects—based in Social Capital Theory—to test the impact of customer-based brand equity on customer engagement, mediated by satisfaction and customer reputation. Causal model estimation results suggest that customer-based brand equity has both a direct, positive impact on customer satisfaction and customer reputation and an indirect impact on customer engagement. The final section of the paper presents theoretical discussion of the results and the main implications for business practice.
PB Springer
YR 2021
FD 2021-05-27
LK https://hdl.handle.net/10433/20410
UL https://hdl.handle.net/10433/20410
LA es
NO Service Business, 15, 467-491
NO Departamento de Organización de Empresas y Marketing, Universidad Pablo de Olavide
DS RIO
RD May 23, 2026