Customer brand engagement : affection to brand usage intent and moderating effect of brand experience
Customer engagement is a relatively new area in the marketing literature and academic
research has only shortly studied the nature of customer engagement. Despite the slight
research numerous work have recognized the growing attention of customer brand
engagement and consequently Marketing Science Institute has listed it as one of its key
research priorities. Another important research interest which highly affects to customers
satisfaction and loyalty, is brand experience. The indirect effect of brand experience to the
relationships between customer brand engagement and its consequences are insufficiently
examined and therefore in this study brand experience is used as a moderator factor.
This study further experiments the customer brand engagement (CBE) scale
developed by Hollebeek, Glynn and Brodie (2014). The study aims to find connections
between customer involvement, customer brand engagement, and possible consequences
of CBE. Furthermore by using brand experience as a moderator this study gets more
specific understanding of customer brand engagement toward Arabia brand. Structural
equations modeling is used to examine the causal relationships between different
constructs.
Results confirmed the positive relationships between customer brand engagement
and brand usage intent as well as customer brand engagement and self-brand connection.
Moreover it was found that brand experience have a negative effect to the relationship
between customer brand engagement and brand usage intent. From managerial
perspective this study gained more information of customer –brand relationship and
therefore gives tools to firm’s to attain and consolidate their competitive advantage.
This study enhance the understanding of customer brand engagement and gives
more validation to the CBE scale. And by computing new variable to this scale this study
develops a perspective by combining the theories of customer engagement and brand
experience.
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