The effect of customer engagement into value creation on brand equity and customer's satisfaction (Case study: customers of snow a company in Isfahan City)

This study aims to investigate the effect of customer engagement into value creation on brand equity as well as satisfaction of customers of Snow a appliance manufacturer in Isfahan city. The proposed model is based on the literature of the study. A sample of 200 customers of Snow a company in Isfahan have been selected and the 30-item questionnaires have been distributed among them whose reliability for the initial sample isα= 0.85. This is an applicable study in terms of its purpose and a descriptive-survey study from a field branch in terms of its methodology. The proposed model is tested through PLS software whose results indicates a positive relationship between customer engagement into value creation, brand equity and customer satisfaction.