The Role of Customer Involvement in Mediating the Relationship Between Brand Equity and Customer Loyalty

DOI

10.2991/icoi-17.2017.57How to use a DOI?

Keywords

Customer involvement, brand equity, customer loyalty, consumer behavior

Abstract

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

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the 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  - 10.2991/icoi-17.2017.57
ID  - Huang2017/07
ER  -