Engagement and brand equity in the luxury sector

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Published: Jul 2, 2019

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Eugenio De la Oliva Ramos
Universidad Cardenal Herrera-CEU
Spain
https://orcid.org/0000-0002-1837-1331
Valentín Gallart Camahort
Universidad Cardenal Herrera-CEU
Spain
https://orcid.org/0000-0001-6194-2614
Laura Fernández Durán
Universidad Cardenal Herrera-CEU
Spain
https://orcid.org/0000-0003-1780-7188
Vol. 23 No. 1 (2019), Articles (open section), pages 91-106
DOI: https://doi.org/10.17979/redma.2019.23.1.5457
Submitted: Jul 1, 2019 Published: Jul 2, 2019
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Abstract

This article analyses the relationship between brand awareness, loyalty, image and engagement, and their effect on brand equity in the luxury sector. The analysis is based on a survey of 310 people who have bought or consumed luxury brands in the past, and tests five different hypotheses in order to demonstrate the relationship between the different variables, establish the intensity of each, and determine their effect on brand equity in the luxury sector. The article’s main contribution is to offer new insight into the impact of engagement, a relatively recent focus of analysis in the study of brand equity. To conclude, the authors offer a series of suggestions for further research.

Keywords:

engagement, brand equity, luxury

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