The impact of customer-based brand equity on repurchase intention: A study on Netflix

Examining the impact of customer-based brand equity on Netflix users' repurchase intentions is the aim of this study. Customer-based brand equity (CBBE) is a concept that refers to the added value a brand brings to a product beyond its functional benefits. This study aimed to investigate the relationship between CBBE components (brand loyalty, brand awareness, perceived quality, and brand associations) and repurchase intention among Netflix users. The study was designed as an explanatory research to examine the proposed hypotheses and the data was collected through an online self-administered questionnaire using convenience sampling technique. The study was designed as a quantitative research aiming to explain the causal relationships between variables. The results of the study show that all components of CBBE have a positive impact on repurchase intention among Netflix users. The findings of this study add to the body of literature on CBBE and offer practical insights Netflix and other companies operating in the streaming industry. The study uncovers significant findings regarding how these elements impact consumers' repurchase intentions.These insights offer practical implications for companies in the streaming industry, including Netflix.The study contributes to the literature by providing a framework for marketers aiming to comprehend and manage the relationship between CBBE components, including brand loyalty, awareness, associations, and perceived quality, and repurchase intention