| Abstract [eng] |
The research examines how perceived brand equity and customer interaction can affect repurchase intentions in the e-commerce environment, in this case, of Zara. Given the fact that the e-commerce market is still growing, it is essential to determine what triggers customer loyalty and repeat buying. The purpose of the study was to test the effect of brand equity (in terms of brand recognition, emotional brand associations, brand trust, and perceived value) and customer engagement on repurchase intentions and to determine whether brand equity mediates the relationship between engagement and repurchase behavior. The methodology was quantitative using a structured online survey that was conducted on 200 active users of e-commerce. The variables were measured in the survey with the help of the established scales of brand equity, customer engagement and repurchase intention. Analysis of data was done through correlation analysis, regression analysis and the use of the PROCESS macro in order to determine both direct and indirect effects. The findings indicated that there were weak and statistically insignificant relationships between customer engagement and repurchase intention as well as, brand equity and repurchase intention. Moreover, brand equity was not an important mediating variable in the engagement repurchase behavior relationship. The conclusion represents that brand recognition and emotional associations do matter, though Zara needs to work on enhancing customer satisfaction, the quality of service, and perceived value in order to develop repurchase intentions. Increased customer experience is critical in creation of loyalty within the e-commerce arena. |
