The Role Of Consumers Participation Behavior To Smes Brand Equity

Nor Asiah Omar
2020 unpublished
The association between merchants and customers is much more complex nowadays as a result of high customers' expectations. Hence, more companies are focusing on establishing consumer dialog and participation as a powerful means of establishing firm performance. To address the issue, this research aims to develop and test a version to scrutinize the effect of customer involvement on brand equity among SMEs. This study employed the theory by Thibaut & Kelley on social exchange to explain the
more » ... to explain the interactions between customer-service providers in terms of value co-creation. Based on a sample of 548 customers from SMEs, results reveal that formation seeking, responsible behavior, and personal interaction have a statistically significant influence on brand equity.
doi:10.15405/epsbs.2020.10.33 fatcat:mg72a2ztq5dbbkfu4bz7yioixq