The Role of Customer Involvement in Mediating the Relationship Between Brand Equity and Customer Loyalty
Yun-Chin Huang, Yu-Jia Hu, Feng-Ming Liu, Ling-Ching Su
Available Online July 2017.
- https://doi.org/10.2991/icoi-17.2017.57How to use a DOI?
- Customer involvement, brand equity, customer loyalty, consumer behavior
- The prior research indicated there were significant relationship between customer involvement, brand equity, and customer loyalty. The purpose for the study was to find out how customer involvement mediates the relationship between brand equity and customer loyalty. The participants for this research were selected as the consumers having the shopping experience for smart phone in Taiwan, resulting in 182 individual surveys for this research. The results supported hypothesis and revealed brand equity and customer involvement had significant and positive relationship with customer loyalty, while customer involvement has partial indirect effect on customer loyalty in path analysis. Finally, this research generated the suggestions for business strategies and suggested future scholar studies
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Yun-Chin Huang AU - Yu-Jia Hu AU - Feng-Ming Liu AU - Ling-Ching Su PY - 2017/07 DA - 2017/07 TI - The Role of Customer Involvement in Mediating the Relationship Between Brand Equity and Customer Loyalty BT - 2017 International Conference on Organizational Innovation (ICOI 2017) PB - Atlantis Press SP - 331 EP - 334 SN - 1951-6851 UR - https://doi.org/10.2991/icoi-17.2017.57 DO - https://doi.org/10.2991/icoi-17.2017.57 ID - Huang2017/07 ER -