Main Article Content
The aim of this study is to examine the effect of customers’ attitude towards digital and outdoor marketing on customer brand engagement directly and indirectly through customer relationship management and to find out the effect of customers’ attitude towards digital and outdoor marketing on purchase intention as well. Data was collected from customers of clothing brands through structured and personally-administered questionnaires, analyzed through structural equation modeling (SEM) by AMOS 22. A series of statistical analysis were performed such as confirmatory factor analysis, descriptive analysis, reliability and validity analysis. Empirical results show the positive effect of attitude towards digital and outdoor marketing on customer brand engagement and purchase intention. Findings confirm the mediating effect of customer relationship management (CRM) on the association of attitude towards digital marketing and purchase intention. CRM positively and significantly mediates the relationship between digital marketing and customer brand engagement. Outdoor marketing has not any direct effect on customer brand engagement but it has significant effect on customer brand engagement through customer relationship management. Attitude towards the outdoor marketing has a positive effect on purchase intention towards the brand in the advertisement. Practically it is valuable for global advertisers to know that how attitude towards digital and outdoor marketing can influence customer brand engagement and purchase intention and to gain competitive advantage. This study has a valuable theoretical contribution to the existing body of literature.