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Brand Engagement and the Brand Engaged Organization — the Future
2011There are still persistent critics who decry the very notion of brand and who question its relevance to employees in particular. It’s my experience that the commentators who hold those views usually have too narrow a definition of brand and find it hard to see beyond the logo, font, strap line and color palette.
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Brand Engagement and Brand Loyalty
2012Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement.
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Antecedents of consumer brand engagement and brand loyalty
Journal of Marketing Management, 2016ABSTRACTLiterature on consumer engagement is growing significantly, yet there is limited empirical research on its drivers and outcomes. This study examines the key drivers and outcomes of consumer brand engagement (CBE) in the context of Australian mobile phone service providers. The results reveal that consumer involvement, consumer participation and
Leckie, Civilai +2 more
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Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis
Journal of Business Research, 2013 CONSUMER ENGAGEMENT IN A VIRTUAL BRAND COMMUNITY: AN EXPLORATORY ANALYSIS Consumer engagement in a virtual brand community: an exploratory analysis (-
Linda Hollebeek +2 more
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Customer engagement in a Facebook brand community
Management Research Review, 2012PurposeCustomer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes.Design/methodology/approachAn online survey of members of a gaming ...
Gummerus, Johanna +4 more
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Millennial’s engagement with fashion brands
Journal of Fashion Marketing and Management: An International Journal, 2019PurposeMillennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their ...
Nagaraj Samala, Sapna Singh
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Winning internal brand Engagement
2006When brands were first invented they were simple selling propositions: messages sent from sellers to buyers. Branding was the way products were packaged and communicated. It was an ‘inside-out’ process – a way for the company to present its wares to external audiences. Branding and externally focused marketing communications were almost synonymous.
Andreas Bauer +3 more
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Consumer and brand engagement on Facebook brand pages
2018Social media has sparked a remarkable change in the way brands engage with consumers and has empowered consumers to collectively voice their opinions with unprecedented scale. Challenged by the empowerment that consumers have gained, marketers are continuously engaging consumers through dedicated brand communities on social media platforms.
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Brand knowledge, brand community and brand engagement
2021Suraksha Gupta +2 more
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Brand Engagement and Positive Advertising
2019This chapter explores the positive advertising and brands with conscience to generate engagement with the consumer. In recent years, it has been observed how brands are developing though their advertising and marketing strategies, positive messages in which the brand is placed close to the consumer according to their interests and lifestyles.
David Alameda, Irene Martín
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