The Impacts of Customer Engagement on Brand Equity in E-Commerce

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Rachata Rungtrakulchai

Abstract

Although there are number of customer engagement studies in engagement processing, antecedences and consequences of customer engagement, and its conceptualization and measurement, there are limited studies that have studies customer engagement from the branding perspective, especially in terms of brand-value creation. This study aims to determine the impacts of customer engagement on brand equity in E-commerce platforms in Thailand. The hypotheses were proposed to test the influence of customer engagement on brand equity. The samples of 358 respondents were collected by using self-administered questionnaire survey. The path analysis was implemented to test the hypotheses by using structural equation modelling method. The results suggest that customer engagement positively influences brand equity in all four dimensions. The results of the study were discussed.

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