Assessing the impact of customer engagement on brand performance: the mediating role of customer-based brand equity (CBBE)

Gundona, I. and Yamoah, Fred and ul Haq, I. (2023) Assessing the impact of customer engagement on brand performance: the mediating role of customer-based brand equity (CBBE). In: Yamoah, Fred and ul Haque, A. (eds.) Corporate Management Ecosystem in Emerging Economies. Cham, Switzerland: Springer Nature Switzerland AG, pp. 403-423. ISBN 9783031415777.

Abstract

The study aimed to investigate the relationship between customer engagement, customer-based brand equity, and brand market performance in the alcoholic Bitters industry in Ghana. The study found that customer engagement has a significant positive impact on brand performance, which suggests that actively engaging with customers can contribute to improving a brand's market performance. Additionally, the study identified brand loyalty, brand awareness, and brand association as key factors that mediate the relationship between customer engagement and brand performance, implying that enhancing these customer-based brand equity variables can further strengthen the relationship between customer engagement and brand performance. Moreover, study found a high consumption rate of alcoholic Bitters among respondents surveyed, with an estimated overall consumption rate of 89%. This information may be useful for companies operating in this industry, as it suggests that there is a strong market demand for alcoholic Bitters in Ghana. Overall, the study's findings provide valuable insights into the factors that influence brand market performance in the alcoholic Bitters industry in Ghana and may be useful for companies looking to improve their brand performance and customer engagement strategies in this market.

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