Luxury Brands: awareness and image and its influence on loyalty and engagement | Zendy

Valentín Gallart Camahort | Zendy; Eugenio De la Oliva-Ramos | Zendy; Laura Fernández Durán | Zendy

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Luxury Brands: awareness and image and its influence on loyalty and engagement

Author(s) -

Valentín Gallart Camahort,

Eugenio De la Oliva-Ramos,

Laura Fernández Durán

Publication year - 2021

Publication title -

contextus - revista contemporânea de economia e gestão

Language(s) - English

Resource type - Journals

eISSN - 2178-9258

pISSN - 1678-2089

DOI - 10.19094/contextus.2021.71415

Subject(s) - structural equation modeling , loyalty , brand equity , confirmatory factor analysis , brand loyalty , value (mathematics) , marketing , brand management , brand awareness , image (mathematics) , business , work (physics) , brand image , advertising , work engagement , econometrics , psychology , classical economics , economics , computer science , mathematics , statistics , engineering , artificial intelligence , mechanical engineering

This work is based on the concept of Brand Equity in the luxury sector. It analyzes the relationships between Awareness, Image and Loyaty, including Engagement in its relationship with commented variables. A theoretical model was specified and tested by Confirmatory Factor Analysis. Hypothesis have been tested running a structural equations model. Each hypothesis has resulted to be significant. The model had a good fit to the data. The conclusions obtained from the analysis of the data allow us to describe the effects that occur between the variables, being important for their management so that managers of the luxury companies can increase the value of their brands.

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