Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
View/ Open
Publisher version (Check access options)
Check access options
Date
2020-03Metadata
Show full item recordAbstract
The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer brand engagement is treated in the current study as multidimensional constructs comprising three main aspects: cognitive processing (CP), affection (AF), and activation (AC). It was also proposed a direct influence for these three aspects of CBE on consumer-based brand equity (CBBE). Using online surveys, we gathered data from fans/followers of mobile phone service providers, via Facebook fan pages in Jordan. The data were analysed using structural equation modelling. Based on structural equation modelling analyses (SEM), it was supported that CBE aspects were largely predicted by the role of consumer involvement (INV), consumer participation (COP), and self-expressive brand (SEB). However, we find that activation impact one dimension of the CBBE dimensions, namely, brand loyalty. Further, we find that brand awareness/associations affect perceived quality but not brand loyalty. To validate the CBE scale, future studies could investigate the impact of the scale using other social media platforms for different brands. The limited amount of empirical research on CBE was the motivation behind this research. In particular, there is no study that has investigated the main predictors of CBE and its consequences over developing context by proposing and testing the association between the antecedents of CBE with the dimensions of CBE, which in turn affect the dimensions of CBBE.
Collections
- Management & Marketing [431 items ]
Related items
Showing items related by title, author, creator and subject.
-
The mediation role of brand trust and satisfaction between brand image and loyalty
Gelaidan, Hamid Mahmood; Mabkhot, Hashed Ahmad; Al-Kwifi, Osama S. ( Inderscience , 2022 , Article)The purpose of this paper is to empirically investigate the influence of brand images on brand loyalty over brand satisfaction and brand trust in Malaysian automobile brands. A quantitative approach was applied, with surveys ... -
"Fight or flight": coping responses to brand hate
Bayarassou, Oula; Becheur, Imene; Valette-Florence, Pierre ( Emerald Group Holdings Ltd. , 2020 , Article)Purpose: This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character ... -
The effect of corporate branding dimensions on consumers' product evaluation: A cross-cultural analysis
Souiden, N.; Kassim, N.M.; Hong, H.J. ( Emerald Group Publishing Limited , 2006 , Article)Purpose - The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and ...