, 2017 Branding research has explored the processes underlying consumers’ engagement with brands, with research exploring both dispositional and situational forms of engagement. Despite this work, scholars have yet to examine the relationship between dispositional and situational approaches to brand engagement. In the current chapter, we report the results of
Liu, R.L. +3 more
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, 2014 As consumers become more informed about brands and products, they are more demanding about the role these brands and products play, not only in the market but also in the world.
Hyder, Antonio +2 more
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Consumer Brand Engagement Beyond the "Likes". [PDF]
Front Psychol, 2021 In most consumer brand engagement (CBE) scales, indicators of CBE refer to behaviors that are related to social media or online brand communities. CBE also occurs beyond the Internet context in real-life settings. This paper reports the development and validation process of a CBE scale beyond the Internet behavior context.
Razmus W.
europepmc +5 more sources
Addressing the ghost in the machine or “Is engagement a sustainable intermediate variable between the website drivers of consumer experience and consumers’ attitudinal and behavioural outputs?” [PDF]
, 2007 Background and Purpose: In response to the cost transparency of the internet which has facilitated consumer switching behaviour, marketing practitioners have used the umbrella term of engagement to describe the experiential response to mechanisms by ...
Mollen, Anne
core +7 more sources
PENGARUH KEY OPINION LEADER TERHADAP CUSTOMER ENGAGEMENT DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PADA JOCKEY INDONESIA [PDF]
, 2022 Penelitian ini membahas mengenai dampak penggunaan strategi key opinion leader (KOL) terhadap brand awareness dan pengaruhnya terhadap customer engagement. Penelitian ini dilakukan terhadap 100 orang responden melalui kuesioner online.
Sylvia Sylvia +5 more
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The Role of Online Brand Community Engagement on the Consumer–Brand Relationship [PDF]
Sustainability, 2021 The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling.
Francisco J. Martínez-López +5 more
openaire +4 more sources
The Relationship Between Gamification, Brand Engagement and Brand Equity [PDF]
Proceedings of the Annual Hawaii International Conference on System Sciences, 2019 Peer ...
Xi, Nannan, Hamari, Juho
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Film or Film Brand? UK Consumers’ Engagement with Films as Brands [PDF]
British Journal of Management, 2020 AbstractMany films are produced annually, but only a small number of films reach the state of being considered and identified by consumers as film brands. Film‐brand identification is difficult to achieve, but it leads to engagement behaviours (e.g. repetitive viewing, positive word‐of‐mouth and purchase intention of relevant merchandise/franchise). To
Gurdeep Singh Kohli +3 more
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The role of brand love on brand satisfaction, brand engagement, and brand loyalty
Jurnal Manajemen Maranatha, 2023 This research aims to examine the influence of brand satisfaction on brand love and subsequently on both brand engagement and brand loyalty in the context of beauty products. Additionally, this research examines the mediation effect of brand love on the relationship between brand satisfaction and brand engagement, as well as between brand satisfaction ...
Burhanudin, Burhanudin, Febryanti, Binta
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Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives [PDF]
, 2010 We propose a conceptual framework that reconciles the practitioners’ view of engagement as central to online best practice and the scholarly view that tends to use other constructs to assess consumer experience.
Wilson, Hugh N. +4 more
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