The impact of customer engagement on retailer's brand equity components

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