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AuthorRaed, Algharabat
AuthorRana, Nripendra P.
AuthorAlalwan, Ali Abdallah
AuthorBaabdullah, Abdullah
AuthorGupta, Ashish
Available date2023-03-30T21:06:19Z
Publication Date2020-03
Publication NameJournal of Retailing and Consumer Services
Identifierhttp://dx.doi.org/10.1016/j.jretconser.2019.01.016
CitationAlgharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767.
ISSN0969-6989
URIhttps://www.sciencedirect.com/science/article/pii/S0969698918308816
URIhttp://hdl.handle.net/10576/41548
AbstractThe 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.
Languageen
PublisherElsevier
SubjectBrand equity
Consumer involvement
Self-expressive brand
Brand engagement
Social media
TitleInvestigating the antecedents of customer brand engagement and consumer-based brand equity in social media
TypeArticle
Volume Number53
ESSN1873-1384
dc.accessType Abstract Only


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