Investigating the impact of customer-based brand equity on customer satisfaction and brand loyalty in the online shopping goods retail industry in Australia

Investigating the impact of customer-based brand equity on customer satisfaction and brand loyalty in the online shopping goods retail industry in Australia

This research study uses Keller’s Customer-Based Brand Equity (CBBE) model to analyze the concept of customer satisfaction and brand loyalty among clients of online retailers in Australia. This study also evaluates the mediating role of customer satisfaction on the impact that brand resonance, brand salience, brand meaning, and brand response has on brand loyalty among customers of online retailers in Australia. The study uses a quantitative research design to gather empirical evidence for establishing the impact of brand salience, brand resonance, brand meaning, and brand response on customer satisfaction and brand loyalty. The researcher conducted a pretest, pilot test, confirmatory factor analysis (CFA), and structural equation modelling (SEM) to arrive at the final results of the research. A questionnaire was used to carry out a survey that involved 370 customers of online retailers in Australia as respondents who were selected through a random probability sampling method. The study results conclude that there is a positive correlation between three elements of the CBBE model (brand salience, brand resonance, and brand meaning) and customer satisfaction and brand loyalty among customers of online retailers. The research also concludes that there is no evidence showing a positive correlation between brand response and customer satisfaction and brand loyalty among online retailers’ clients.

File reproduced in accordance with the copyright policy of the publisher/author.