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Eliciting consumer-engagement and experience to foster consumer-based-brand-equity: moderation of perceived-health-beliefs

Author

Listed:
  • Mir Shahid Satar
  • Raouf Ahmad Rather
  • Shakir Hussain Parrey
  • Huda Khan
  • Tareq Rasul

Abstract

Although consumer-brand-engagement (CBE) and consumer-brand-experience (CBX) are identified as important research priorities, empirically based insights regarding their relationship with tourism-consumers’ resulting consumer-value cocreation (CVC), emotional-attachment and consumer-based-brand-equity (CBBE) remains scant, particularly during COVID-19 pandemic. In responding to this research gap, following Service-Dominant-Logic and Protection-Motivation-informed theories, we propose and test a model that explores the influence of CBE and CVC on CBX, which consequently effects emotional-attachment and CBBE with tourism service-brands. To explore such issues, we recruit a sample of 318 customers by using PLS-SEM. PLS-SEM-results indicate that CBE has a positive impact on CVC and CBX. Second, findings reveal CBX’s positive influence on emotional-attachment and CBBE. Third, results corroborated the CBE’s and CVC’s indirect effect on emotional-attachment and CBBE, as mediated through CBX. Finally, findings illustrated a negative moderating influence of perceived-severity and positive moderating effect of self-efficacy among projected associations. We offer significant theoretical/managerial implications that develop from this study.

Suggested Citation

  • Mir Shahid Satar & Raouf Ahmad Rather & Shakir Hussain Parrey & Huda Khan & Tareq Rasul, 2025. "Eliciting consumer-engagement and experience to foster consumer-based-brand-equity: moderation of perceived-health-beliefs," The Service Industries Journal, Taylor & Francis Journals, vol. 45(2), pages 277-302, January.
  • Handle: RePEc:taf:servic:v:45:y:2025:i:2:p:277-302
    DOI: 10.1080/02642069.2023.2191953
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