Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
View/
48669.pdf (405.8Kb)
Download
Publication date
2020-03Keyword
Brand engagementBrand equity
Consumer involvement
Self-expressive brand
Brand engagement
Social media
Rights
© 2020 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (http://creativecommons.org/licenses/by-nc-nd/4.0/)Peer-Reviewed
YesMetadata
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.Version
Accepted manuscriptCitation
Algharabat R, Rana NP, Alalwan AA et al (2020) Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services. 53: 101767.Link to publisher’s version
https://doi.org/10.1016/j.jretconser.2019.01.016Type
ArticleCollections
Related items
Showing items related by title, author, creator and subject.
-
Building brand value online: exploring relationships between company and city brandsPurpose: The aim of this research is to investigate how local company web sites can contribute towards the value and characteristics of city brands online, particularly where post-industrial cities are concerned, and to establish a predictive model for this. Design/methodology/approach: Interviews were conducted to gain an understanding of how post-industrial city brands can be influenced by local companies, leading to the notion of a 'constructed' city brand. An overarching brand model was developed based on the works of Christodoulides et al. and Merrilees and Fry and a survey of company web sites conducted. Structural equation modelling was then fitted to these data. Findings: Trustworthiness, responsiveness, online experience and emotional connection were confirmed as dimensions of company online brand value. It was further shown that company brand and constructed city brand are influenced by customer perceptions of brand value. Company brand was not, however, related to constructed city brand for the case study of Bradford, UK, which has a pervading negative reputation. Originality/value: A model incorporating company brand and city brand has been developed and validated for a typical post-industrial city that is in decline. The influence that local companies can exert on these brands via their web sites and behaviours was established. It is further demonstrated that company brands become disassociated from a city if it has a negative brand image.
-
A brand preference and repurchase intention model: the role of consumer experienceConsumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed followed by a survey of mobile phone users in Egypt. The findings provide insights into the relative importance of consumer perceptions on different brand knowledge factors in shaping brand preferences. It also demonstrates the significance of consumers’ experiential responses towards brands in developing their brand preferences that in turn influence brand repurchase intention. The model therefore offers managers a new perspective for building strong brands able to gain consumer preferences.
-
Brand champion behaviour: Its role in corporate brandingBrand champions are responsible for encouraging employee commitment to the corporate brand strategy. They strongly believe in and identify with the brand concept—the company’s selected brand meaning, which underpins corporate brand strategy implementation. We conducted research to explore why and how brand champion behaviour operates within companies implementing a new corporate brand strategy. Against a backdrop of growing interest in brand champion behaviour in corporate branding research, we grounded our study in social identity theory and rhetorical theory from change management literature. Our findings show that articulating a compelling brand vision, taking responsibility, and getting the right people involved are the most widely used strategies by brand champions. We uncover how rhetorical strategies within brand champion behaviour generate employee commitment to a new corporate brand strategy. The dimension of brand champion behaviour that is effective depends on the type of brand evolution, involving shifts in the brand concept. We make suggestions for further studies underpinned by social identity theory and rhetorical theory to investigate brand champion behaviour processes within companies introducing a new corporate brand strategy.
