Dpto. Economía y Empresa

El principal objetivo de este estudio es analizar la influencia que el compromiso (engagement) y la experiencia del consumidor tienen en la creación de valor de marca (brand equity) para el comercio detallista a través de su relación con la notoriedad y la lealtad. Las relaciones entre las variables contribuyen a la creación de lealtad, lo que, generando valor de marca para el detallista. El trabajo contribuye al estudio del compromiso del cliente, considerado como un concepto relativamente nuevo en marketing (Farhat et al., 2020). Se analiza la influencia que el compromiso y la experiencia ejercen sobre la notoriedad y lealtad en la creación de valor de marca para el comercio detallista.

Since engagement is a relatively new concept in the field of marketing and is not usually included when studying brand equity, this paper aims to analyze what role engagement has in its relationship with the creation of value for luxury brands. A theoretical model was specified and tested by confirmatory factor analysis. Hypothesis have been tested running a structural equations model. Each hypothesis has resulted to be significant. The conclusions obtained from the analysis of the data allow us to describe the effects that occur between the variables, being important for their management so that managers of the luxury companies can increase the value of their brands.

Strong brand equity is important for any business. Although the concept of brand equity has been studied in various fields, its analysis has not been as extensive in the retail sector. On the other hand, the analysis of engagement is gaining more importance in recent times. Customer engagement is an increasingly relevant and researched topic. However, studies that relate this concept to retail trade are not common. The present work aims to analyze the effect of engagement on the different components of retail brand equity. The a priori model considers the previous research and the proposed hypotheses. A Confirmatory Factor Analysis is performed, based on the data obtained through a structured questionnaire with closed questions and a 5-point Likert-type response scale. The study sample consists of 623 respondents. This study involved a conceptual model that includes the brand equity dimensions (awareness, perceived quality, image, perceived value, and loyalty) to gain the research goal. The hypothesized causal model relates the variables that make up brand equity and the engagement influence on them. The empirical analysis results showed that customer engagement positively affects all the components of the brand equity retailer (except its image), mainly concerning retailer awareness, loyalty, and perceived quality. The authors concluded that retailer awareness, loyalty towards the retailer, and retailer perceived quality are influenced by engagement. Consequently, it would be necessary for the retailer manager to pay special attention to creating actions that contribute to customers' engagement in the different areas of interaction with them, both online and at the physical point of sale. For future studies, the geographic space should be expanded, considering different regions or even countries and observing possible differences in the behavior of the interviewees.