Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms. (March 2021)

• Record Type: Journal Article
• Authors: Ray, Arghya; Bala, Pradip Kumar; Chakraborty, Shibashish; Dasgupta, Shilpee A.
• Is Part Of: Journal of retailing and consumer services. Volume 59(2021)
• Publication Date: 2021-03
• Subjects: Brand awareness -- Brand equity -- Customer satisfaction -- e-learning services -- Online reviews and ratings -- Purchase intention; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102351
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Understanding service branding from the customer perspective is helpful for various organizations to attain a competitive edge and build a strong customer base. This research work aims to evaluate the various dimensions and constructs that affect brand equity and user's willingness to undertake courses from various e-Learning providers. Data for the quantitative study was obtained using a questionnaire based survey. Analysis of the 378 responses reveals that consumer experience is a strong predictor of both brand meaning and customer satisfaction. Although brand meaning positively impacts brand equity, brand awareness demonstrates a negative effect on brand equity. However, brand equity and customer satisfaction have a significant and positive impact on intention to undertake courses from online learning platforms. The study concludes with discussion on different implications, shortcomings, and directions for future research. Graphical abstract: Image 1 Highlights: The study explores constructs that affect brand equity and intention to take up online courses. Brand meaning has a positive impact on brand equity. Brand awareness has demonstrated a negative impact on brand equity. Brand equity and customer satisfaction have significant impact on intention to take up online courses.