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    Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

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    Publication date
    2020-03
    Author
    Algharabat, A.
    Rana, Nripendra P.
    Alalwan, A.A.
    Baabdullah, A.M.
    Gupta, A.
    Keyword
    Brand engagement
    Brand 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
    Yes
    
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    Abstract
    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.
    URI
    http://hdl.handle.net/10454/17464
    Version
    Accepted manuscript
    Citation
    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.2019.01.016
    Type
    Article
    Collections
    Management and Law Publications

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