Results 251 to 260 of about 2,788,848 (287)

Antecedents of Consumer Brand Engagement and Brand Loyalty

Journal of Marketing Management, 2016
ABSTRACTLiterature 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
Munyaradzi W Nyadzayo, Civilai Leckie, Lester W Johnson   +2 more
exaly   +3 more sources

The Role of Consumer-Consumer Interaction and Consumer-Brand Interaction in Driving Consumer-Brand Engagement and Behavioral Intentions

Journal of Retailing and Consumer Services, 2021
Abstract Grounded on service-dominant logic (S-D logic), a vital issue for marketers is to understand how the multiple approaches encouraging consumer participation (CP), as manifested by consumer-consumer interaction (CCI) and consumer-brand interaction (CBI), reflect on the extent of consumer-brand engagement (CBE).
Ka Shing Leung, Mohamad-Noor Salehhuddin Sharipudin, Man Lai Cheung   +2 more
exaly   +3 more sources

Consumer-Brand Engagement With E-Commerce Market Place Brands

Journal of Electronic Commerce in Organizations, 2020
Consumer-brand engagement (CBE) has gained much attention from both the academicians and practitioners. However, despite such scholarly attention, only a few studies have empirically tested the scale of CBE. Moreover, limited attention is paid toward examining the consumer-brand relationships in the e-commerce marketplace context.
Pankaj Kumar Mohanty, Dipanjan Kumar Dey
openaire   +1 more source

Brand Gender and Consumer-Based Brand Equity on Facebook: The Mediating Role of Consumer-Brand Engagement and Brand Love [PDF]

Journal of Business Research, 2019
Brand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer–brand engagement (CBE) and brand love (BL) on this relationship.
Leonor Vacas de Carvalho, Salim L. Azar, Joana César Machado   +2 more
exaly   +4 more sources

Revisiting the Consumer Brand Engagement Concept

Journal of Business Research, 2021
Abstract Marketing researchers and practitioners almost unanimously agree that consumer engagement has major economic and social benefits. Many published works have attempted to conceptualize, develop, and validate measures of consumer engagement. One seminal study ( Hollebeek, Glynn, & Brodie, 2014 ) developed a scale for consumer brand engagement ...
Obinna O. Obilo, Ellis Chefor, Amin Saleh   +2 more
exaly   +2 more sources

The impact of eWOM on consumer brand engagement

Marketing Intelligence & Planning, 2020
Purpose It is empirically proven that enhanced engagement with a focal medium motivates a consumer to post electronic word-of-mouth (eWOM). However, what has not been explored is whether enhanced exposure to eWOM results in greater consumer brand engagement (CBE).
Mukta Srivastava, Sreeram Sivaramakrishnan   +1 more
openaire   +1 more source

Consumer and brand engagement on Facebook brand pages

2018
Social 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.
openaire   +1 more source

Harley-Davidson: Building a Brand Through Consumer Engagement

Darden Business Publishing Cases, 2010
This case describes the brand-building efforts of Harley-Davidson and some of the programs the company has used to maintain a dialogue with consumers. The case discussion is anticipated to focus on the causes, consequences, and threats to almost fanatical brand loyalty exhibited by Harley owners. Excerpt UVA-M-0698 Rev. Nov. 18, 2009 HARLEY-
Paul W. Farris, Eric A. Gregg
openaire   +1 more source

Grounding Consumer-brand Engagement: A field-driven conceptualisation

International Journal of Market Research, 2015
Consumer-brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence. Hence our study is aimed at investigating the distinctive characteristics and the development phases of CBE. Our study adopted Grounded Theory methodology. Data were collected throughout semi-
Graffigna, Guendalina, Gambetti, Rossella Chiara   +1 more
openaire   +1 more source

The impact of consumer-brand engagement on brand experience and behavioural intentions

British Food Journal, 2017
Purpose The purpose of this paper is to investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness to accept brand extension, willingness to pay a premium price) in relation to food brands.
RISITANO, Marcello, Romano, Rosaria, Sorrentino, Annarita, QUINTANO, Michele   +3 more
openaire   +5 more sources