Can I read Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement on EtoBox?
Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement by Muhammad Asim Aziz is a Business, Management and Accounting article available to read on EtoBox.
What is Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement about?
Although there has been significant growth in the literature on customer brand engagement, there have been relatively few empirical investigations on its causes and effects. Companies increasingly seek customer engagement with their services and/or products to track their brand performance. The primary purpose of this research was to evaluate the relationship between consumer brand identification and customer brand engagement. This research examines the mediating influence of customer brand engagement on the connection between consumer brand identification and purchase intention. Furthermore, the impact of brand engagement on purchase intention is investigated in this article. The responses of 443 participants were collected using a convenient sampling method. A structural equation modelling (SEM) approach using partial least squares (PLS) was used to conduct the analysis of the data. This investigation's theoretical underpinning is supported by social identity theory. According to the findings of this research, consumer brand identification is the primary driver of customer brand engagement. Customer brand engagement partially mediates the link between consumer brand identificatio
Who reads Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Muhammad Asim Aziz
- Publisher
- Superior University, Lahore
- Published
- 2023
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)