The Effect of Brand Engagement on Brand Equity: The Role of Value Co-creation in the Hospitality Sector of Emerging Markets

This study examines the impact of customer brand engagement (CBE) on consumer-based brand equity (CBBE) through value co-creation (VCC) in Ghana's hospitality sector. Amid growing global competition, businesses must differentiate themselves to gain a competitive edge. Using a quantitative survey, the study sampled 480 respondents from the Ghanaian hotel industry through a convenient sampling technique. Data analysis was conducted using AMOS software to assess model fitness, trustworthiness, and path analysis. The results revealed that all four CBE constructs positively and significantly influence VCC, which, in turn, has a strong positive impact on CBBE. However, three out of the four CBE factors indirectly affect CBBE via VCC, with perceived brand innovation being the exception. These findings highlight the importance of fostering customer engagement and value co-creation to strengthen brand equity in the hospitality industry, particularly in emerging markets. This study contributes to the literature on social commerce and brand equity by offering insights into how businesses can leverage customer engagement to enhance brand perception. The findings provide practical implications for hospitality brands looking to improve their competitive positioning by actively involving customers in co-creating value, ultimately leading to stronger brand loyalty and recognition.