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

Authors

DOI:

https://doi.org/10.19094/contextus.2021.71415

Keywords:

luxury brands;, brand awareness;, brand image;, brand loyalty;, engagement.

Abstract

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. 

Author Biographies

Valentín Gallart-Camahort, Universidad Cardenal Herrera CEU

Researcher at the Cardenal Herrera University.

PhD in Business Administration and Marketing from Jaume I University.

Eugenio de la Oliva-Ramos, Universidad Cardenal Herrera CEU

Graduate in Business Management and Marketing from Cardenal Herrera University.

Laura Fernández-Durán, Universidad Cardenal Herrera CEU

PhD in Business Administration from Cardenal Herrera University

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Published

2021-10-04

How to Cite

Gallart-Camahort, V., de la Oliva-Ramos, E., & Fernández-Durán, L. (2021). Luxury Brands: Awareness and image and its influence on loyalty and engagement. Contextus - Contemporary Journal of Economics and Management, 19, 305–315. https://doi.org/10.19094/contextus.2021.71415

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Vol. 19: jan/dec 2021

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