Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

Kashif Farhat,Sany Sanuri Mohd Mokhtar,Salniza Bt Md Salleh

doi:10.5267/j.msl.2020.3.012

Abstract

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

Highlights

The automobile industry has witnessed a shift of power from the west to east (Bernhart, Kleimann, & Hoffmann, 2011) as many countries in Asia have become major automobile manufacturers as well as these countries have a substantial share in the aggregate demand of the automobile market
Building upon the customer-based brand equity (CBBE) model proposed by Keller (2001), this study assessed if brand personality and brand experience influenced the brand engagement behavior of the automobile customers in Pakistan
The data obtained from the automobile customers in the country revealed that the brand equity drivers: brand personality and brand experience are the significant predictors of brand engagement behavior for the automobile brands in the country

Summary

Introduction

The automobile industry has witnessed a shift of power from the west to east (Bernhart, Kleimann, & Hoffmann, 2011) as many countries in Asia have become major automobile manufacturers as well as these countries have a substantial share in the aggregate demand of the automobile market. The mounting competitive pressures on the automobile brands in Asian markets have identified the falling retention rate of automobile customers due to various factors such as preference for higher product quality expectations, better customer experience and due to social factors like growing desire for automobile brands that raise the self-image of customers and help them look distinctive (Edmunds, 2018; Gerrits, Zhang, Klotz, Xu, & Xie, 2014) Such a preference shift of customers for automobile brands demands to design marketing strategies to raise brand engagement of automobile brands and build a long-lasting customer-brand relationship through superior brand experience (Placing customer centercity, 2014; Skier, 2017). Since brand experience is termed as the new battlefield for automobile brands (Skier, 2017), it is imperative for the Asian automobile manufacturing countries such as Pakistan to sense and respond to the transforming needs of customers

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Conclusion