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dc.contributor.authorAlgharabat, A.
dc.contributor.authorRana, Nripendra P.
dc.contributor.authorAlalwan, A.A.
dc.contributor.authorBaabdullah, A.M.
dc.contributor.authorGupta, A.
dc.date.accessioned2019-10-25T23:49:57Z
dc.date.accessioned2019-11-18T10:02:23Z
dc.date.available2019-10-25T23:49:57Z
dc.date.available2019-11-18T10:02:23Z
dc.date.issued2019
dc.identifier.citationAlgharabat R, Rana NP, Alalwan AA et al (2019) Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services. Accepted for publication.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17464
dc.descriptionYesen_US
dc.description.abstractThe 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.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.jretconser.2019.01.016en_US
dc.rights© 2019 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/)en_US
dc.subjectBrand engagement Brand equity Consumer involvement Self-expressive brand Social mediaen_US
dc.subjectBrand equityen_US
dc.subjectConsumer involvementen_US
dc.subjectSelf-expressive branden_US
dc.subjectBrand engagementen_US
dc.subjectSocial mediaen_US
dc.titleInvestigating the antecedents of customer brand engagement and consumer-based brand equity in social mediaen_US
dc.status.refereedYesen_US
dc.date.Accepted2019-01-22
dc.date.application2019-03-21
dc.typeArticleen_US
dc.date.EndofEmbargo2020-09-22
dc.type.versionAccepted manuscripten_US
dc.description.publicnotesThe full-text of this article will be released for public view at the end of the publisher embargo on 22 Sep 2020.en_US
dc.date.updated2019-10-25T22:50:03Z
refterms.dateFOA2019-11-18T10:03:47Z


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