Linda Hollebeek
Visiting professor
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app
Author
Summary, in English
Purpose:
The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.
Design/methodology/approach:
Partial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.
Findings:
The findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.
Originality/value:
This study contributes novel insight to S-O-R, customer engagement, and customer value research.
The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.
Design/methodology/approach:
Partial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.
Findings:
The findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.
Originality/value:
This study contributes novel insight to S-O-R, customer engagement, and customer value research.
Publishing year
2023-08-16
Language
English
Pages
837-853
Publication/Series
Marketing Intelligence and Planning
Volume
41
Issue
7
Document type
Journal article
Publisher
Emerald Group Publishing Limited
Topic
- Business Administration
Status
Published
ISBN/ISSN/Other
- ISSN: 0263-4503