Connecting customer-engagement and attitude with brand preference: a strategic input for marketing of financial products

This research examines the strategic connection between customer-engagement, attitude, and brand preference. This study follows experimental research design with a sample of 406 individual investors (financial customers), where a stratified sampling method is adopted for a structured questionnaire. The structural relationship of customer-engagement and attitude with the target construct of 'brand preference' is examined utilising 'structural equation modelling'. The study finds that customer-engagement, and attitude show significant direct effects on their brand preferences for financial products, where customers' attitude carry the significant mediating effect. Customers' demographic variables moderate the structural relationship that justifies the novelty of this research work. Outcomes of this study reveal strategic relationships among constructs of customer-engagement that can foster positive attitudes and enhance brand preference among financial customers, demonstrating its practical implication. Furthermore, public planners can develop strategic initiatives to raise awareness and encourage customers to engage in transactions of financial product in an informed and responsible manner.