Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 16 August 2023
Issue publication date: 11 October 2023
Abstract
Purpose
The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.
Design/methodology/approach
Partial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.
Findings
The findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.
Originality/value
This study contributes novel insight to S-O-R, customer engagement, and customer value research.
Keywords
Acknowledgements
The authors thank the editor and the anonymous reviewers for their constructive feedback to this paper.
Citation
Bapat, D. and Hollebeek, L.D. (2023), "Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app", Marketing Intelligence & Planning, Vol. 41 No. 7, pp. 837-853. https://doi.org/10.1108/MIP-09-2022-0417
Publisher
:Emerald Publishing Limited
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