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Research Article

Eliciting consumer-engagement and experience to foster consumer-based-brand-equity: moderation of perceived-health-beliefs

激发消费者参与、体验和价值共同创造，在服务环境中促进以消费者为基础的品牌公平：适度感知健康信念

Mir Shahid Satara College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh, Saudi Arabia
,
Raouf Ahmad Ratherb Scientific Independent Researcher, Anantnag, J&K, IndiaCorrespondence[email protected]
,
Shakir Hussain Parreyc DST-CSRI Postdoctoral Fellow, Department of Management Studies, Central University of Kashmir, Ganderbal, India
,
Huda Khand Africa-Asia Centre of Sustainability Research Business School University of Aberdeen, Scotland, UK
&
Tareq Rasule Australian Institute of Business, Department of Marketing, Adelaide, Australia
Received 03 Jul 2022, Accepted 08 Mar 2023, Published online: 02 Apr 2023

Citations (8)

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Read on this site (4)

Mir Shahid Satar, Raouf Ahmad Rather, Shakir Hussain Parrey, Islam Elbayoumi Salem, Arslan Rafi & Zahed Ghaderi. (2023) Understanding customer brand engagement through service environment: a multilevel analysis. The Service Industries Journal 0:0, pages 1-26.
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Kyuhyeon Joo. (2023) After the Seoul Halloween crowd crush: a mixed-method approach to enhance intentions to visit Itaewon. Current Issues in Tourism 0:0, pages 1-19.
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Raouf Ahmad Rather. (2023) Metaverse marketing and consumer research: theoretical framework and future research agenda in tourism and hospitality industry. Tourism Recreation Research 0:0, pages 1-9.
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Yafei Liu, Mingli Zhang, Mu Hu & Tong Qiao. How multi-actor resources create value for live streaming platforms: the mediating role of engaged spectators. The Service Industries Journal 0:0, pages 1-30.
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Articles from other publishers (4)

Ayush Guleria, Richa Joshi & Mohd. Adil. (2024) Impact of memorable tourism experiences on tourists’ storytelling intentions: an empirical investigation. International Journal of Tourism Cities 10:1, pages 280-301.
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Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey & Imran Khan. (2024) Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity. Asia Pacific Journal of Marketing and Logistics.
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Raouf Ahmad Rather, Tareq Rasul, Huda Khan & Imran Khan. (2024) Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation. International Journal of Hospitality Management 116, pages 103572.
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Bushra Sajid, Sadia Cheema & Raouf Ahmad Rather. (2023) Consumer-based retailer equity and retail patronage behaviors: interaction effect of involvement. Spanish Journal of Marketing - ESIC.
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