A Model of Consumer Engagement, Brand Awareness and Brand Loyalty: Analysis of Mediation and Feedback Loop Effect

sehrish Nisar

Abstract


The purpose of this study is to develop a conceptual model that links the concepts of Online Consumer Engagement (OCE) to Brand Relationship Quality (BRQ). Primarily, it aims to develop understanding of the significance of this relationship with and without a mediating variable i.e. Brand Awareness. It further seeks to broaden knowledge of a strong BRQ’s positive outcomes by incorporating Word of Mouth and Brand Loyalty to the model and to analyze the iterative quality of Brand Loyalty. This study makes use of Structural Equation Modeling technique in order to carry out Confirmatory Factor Analysis (CFA), Path Analysis and Mediation Analysis. The findings revealed that all the relationships in the model were significant and were, therefore, accepted. The mediation analysis indicated that Brand Awareness partially mediates and strengthens the relationship between OCE and BRQ. Brand Loyalty’s iterative quality revealed existence of feedback loop from Brand Loyalty to Online Consumer Engagement. 


Keywords


Online Consumer Engagement; Brand Relationship Quality; Brand Loyalty; recursive

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DOI: http://dx.doi.org/10.22555/pbr.v20i1.597

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