An integrated model of customer-brand engagement: Drivers and consequences

France, Cassandra; Merrilees, Bill; Miller, Dale

doi:10.1057/bm.2016.4

Cited by 216 publications

(278 citation statements)

References 64 publications

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“…For example, immersion (e.g., Hollebeek, 2011b;Hollebeek and Chen, 2014), absorption (e.g., Dessart et al, 2015;Dwivedi, 2015;Hollebeek, 2011a) and attention (e.g., Dessart et al, 2015Dessart et al, , 2016 are similar to cognitive processing. Passion (e.g., Hollebeek, 2011b;Hollebeek and Chen, 2014;Merrilees, 2016) and dedication (e.g., Dwivedi, 2015) are unlikely to differ significantly from affection. Finally, activation (e.g., Hollebeek, 2011b) resembles vigor (e.g., Dwivedi, 2015).…”

Section: Nature Of Consumer Brand Engagementmentioning

confidence: 98%

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Hepola

Karjaluoto

Hintikka

2017

JPBM

140

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. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product and Brand Management, 26 (3), 282-293. doi:10.1108/JPBM-10-2016-1348 2017 The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement Abstract Purpose -This study examines the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement.Design/methodology/approach -A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1385 responses were analyzed using partial least squares structural equation modeling.Findings -The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of consumer brand engagement. Further, involvement, sensory brand experience and consumer brand engagement jointly explain more than 50 % of the variance in brand equity. In addition, the results reveal that emotional engagement was the most influential factor in determining consumers' overall engagement level. Research limitations/implications-The framework should be tested in other contexts and the application of longitudinal research setting is encouraged.Practical implications -The study highlights not only the importance of holistic consumer brand engagement management but also the necessity to manage sensory aspects of consumer-brand interactions. In this way, managers can build sustainable consumer-brand relationships.Originality/value -The nomological network of consumer brand engagement is not wellknown. This study integrates two central constructs (sensory brand experience and brand equity) with the concept of consumer brand engagement and examines their effects on brand equity both directly and indirectly through cognitive, emotional and behavioral consumer brand engagement.

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Section: Nature Of Consumer Brand Engagementmentioning

confidence: 98%

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Hepola

Karjaluoto

Hintikka

2017

JPBM

140

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“…However, the theoretical foundation for this concept is at its beginnings, and a shared and solid background is still lacking (France et al, 2016; Harmeling et al, 2017). Also in the case of consumer engagement, some scholars have pointed to the risk that it is an “old wine in a new bottle” (Brodie et al, 2011; Harmeling et al, 2015), thus using the same critical metaphor as applied in the employee engagement literature.…”

Section: Resultsmentioning

confidence: 99%

Is a Transdisciplinary Theory of Engagement in Organized Settings Possible? A Concept Analysis of the Literature on Employee Engagement, Consumer Engagement and Patient Engagement

Graffigna

2017

Front. Psychol.

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Organizations are experiencing increased competition, disruptive innovation, and continuous changes in their social and economic context. Furthermore, the decrease of resources (economic and human) in such a demanding context make it imperative for organizations to find new models and strategies to make their service delivery more sustainable at the economic, environmental and psychological levels. In such a complex scenario the concept of engagement of the individuals involved in organized settings (either as service providers or as final receivers) is a promising lever for innovation. However, despite the number of studies on the matter, the debate on engagement is still very fragmented because the corpus of literature addressing the different areas of engagement is divided and diverse in its nature. In this paper, we discuss the results of a conceptual analysis of the literature conducted in order to investigate overlapping features and areas of divergence among three different areas of investigation and application of the engagement phenomenon in organized settings: the domains of employee engagement, consumer engagement, and patient engagement. These are deliberately selected as prototypical of the phenomenon of engagement along the “inside/outside” of organizational settings. The analysis consisted in a qualitative conceptual survey? Of the scholarly literature indexed with the key terms “employee engagement,” “consumer engagement,” and “patient engagement.” We performed a key-word based survey? Of the literature in the Scopus database. A total of 163 articles were selected and analyzed. The analysis cast light on the following areas of conceptual overlap among employee, consumer and patient engagement: (1) engagement is different from empowerment and activation; (2) engagement is a multi-componential psychological experience; (3) engagement is a self-transformative experience; (4) engagement develops within a relational context; (5) engagement is a systemic phenomenon. These findings, although preliminary and in need of further investigation, suggest the feasibility of promoting a transdisciplinary reflection on the phenomenon of engagement in organized settings.

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“…An integrated model of customer brand engagement measures the impact of customer-brand engagement upon brand value and brand loyalty, demonstrating the customer's role in value creation (France, Merrilees, & Miller, 2016). Early conceptualizations of customer-brand engagement emphasize the relationship between the customer and the brand (Hollebeek, 2011).…”

Section: Customer-brand Engagementmentioning

confidence: 99%

“…Customer relationship quality and brand engagement often emphasize the importance of involvement, rapport, satisfaction, and commitment (Dorsch, Swanson, & Kelley, 1998). The leading view of customer-brand engagement involves 'the level of an individual customer's motivational, brandrelated and context-dependent state of mind characterized by specific levels of cognitive, emotional and behavioral activity in direct brand interactions' (France et al, 2016). The engagement concept initiates in multiple disciplines including psychology, sociology and organizational behavior (Brodie, Hollebeek, Juric, & Ilic, 2011).…”

Section: Crm and Customer-brand Engagementmentioning

confidence: 99%

“…The engagement concept initiates in multiple disciplines including psychology, sociology and organizational behavior (Brodie, Hollebeek, Juric, & Ilic, 2011). In consumer behavior, marketing conceptualizations are led by discussions of engagement as a process of building loyalty (France et al, 2016). This entails strategic significance of the link between CRM and CBE.…”

Section: Crm and Customer-brand Engagementmentioning

confidence: 99%

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Customer Relationship Management (CRM) Practices towards Customer Brand Engagement: Evidence from the Hotel Industry in Sri Lanka

2016

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Customer Relationship Management (CRM) practices and its effects on Customer Brand Engagement (CBE) are an emerging trend in many industries including the hotel industry. Therefore, the main objective of this study is to examine whether there is a relationship between customer relationship management practices and customer brand engagement in the Sri Lanka hotel firms. The population is senior and middle managers of the hotel industry with a sample comprised of 183 managers. The data was gathered using a structured questionnaire and analyzed using Structural Equation Modeling (SEM) techniques. The key findings of the study showed that customer relationship management practices are significantly related to customer brand engagement in hotel industry of Sri Lanka and consequently, customer relationship management can be utilized as a tool to enhance customer brand engagement in the hotel firms in Sri Lanka. The findings further depict managerial implications and opportunities for future research in the same area.

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An integrated model of customer-brand engagement: Drivers and consequences

Cited by 216 publications

References 64 publications

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Is a Transdisciplinary Theory of Engagement in Organized Settings Possible? A Concept Analysis of the Literature on Employee Engagement, Consumer Engagement and Patient Engagement

Customer Relationship Management (CRM) Practices towards Customer Brand Engagement: Evidence from the Hotel Industry in Sri Lanka

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