The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention

Abstract

ABSTRACT The study conceptualizes and empirically investigates an integrative relationship between brand engagement, brand loyalty, overall brand equity (OBE) and purchase intention contrary to the existing studies, which help to understand only a one-to-one relationship among any two of these four brand-building factors. The conceptual model representing integrative relationship among the four brand-building factors is studied using structural equation modeling. Data was collected from 241 respondents by administering a twenty-one item questionnaire in the context of mobile phone brands. The findings show that brand engagement is a strong predictor of brand loyalty which leads to OBE which results in purchase intention. The study indicates that in the integrative setting, brand loyalty mediates the relationship between brand engagement and OBE, and OBE mediates the relationship between brand loyalty and purchase intention. Further, brand loyalty and OBE serially mediate the relationship between brand engagement and purchase intention.