Exploring Relationships Among Customer Brand Engagement, Brand Equity and Brand Loyalty Towards Hospitality Brands

Abstract

Although there are many of studies regarding customer brand engagement, still there has been a spare of research, examining how to engage customers in generating loyalty and superior brand equity. To analyse effects of customer brand engagement on brand equity and brand loyalty towards hospitality brands has been the main goal of this study. Self administrated survey was conducted in hospitality brands. The quantitative data was analysed using descriptive statistics, correlation and regression analysis. The results indicated significant and positive interrelationships among customer brand engagement, brand loyalty and brand equity. These findings can aid managers in determining which factors/dimensions to consider when planning, developing strategies and making informed decision to strengthen brand loyalty and brand equity in building customer brand relationships towards hospitality. The current research could further offer a platform for scholars to perform future research.