Open AccessLuxury Brands: awareness and image and its influence on loyalty and engagement
Author(s) -
Valentín Gallart Camahort,
Eugenio De la Oliva-Ramos,
Laura Fernandez-Duran
Publication year - 2021
Publication title -
contextus
Language(s) - English
Resource type - Journals
eISSN - 2178-9258
pISSN - 1678-2089
DOI - 10.19094/contextus.2021.71415
Subject(s) - structural equation modeling , loyalty , confirmatory factor analysis , brand equity , value (mathematics) , brand loyalty , marketing , brand awareness , work (physics) , brand management , image (mathematics) , business , brand image , work engagement , advertising , psychology , econometrics , economics , computer science , mathematics , statistics , engineering , mechanical engineering , artificial intelligence
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.