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dc.contributor.authorHepola, Janne
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorHintikka, Anni
dc.date.accessioned2017-12-15T10:21:58Z
dc.date.available2017-12-15T10:21:58Z
dc.date.issued2017
dc.identifier.citationHepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. <i>Journal of Product and Brand Management</i>, <i>26</i>(3), 282-293. <a href="https://doi.org/10.1108/JPBM-10-2016-1348" target="_blank">https://doi.org/10.1108/JPBM-10-2016-1348</a>
dc.identifier.otherCONVID_27089836
dc.identifier.otherTUTKAID_74275
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/56350
dc.description.abstractPurpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 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 CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per cent 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 CBE 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 CBE is not well-known. This study integrates two central constructs (sensory brand experience and brand equity) with the concept of CBE and examines their effects on brand equity both directly and indirectly through cognitive, emotional and behavioral CBE.
dc.language.isoeng
dc.publisherEmerald
dc.relation.ispartofseriesJournal of Product and Brand Management
dc.subject.otherbrand equity
dc.subject.otherconsumer brand engagement
dc.subject.otherbrand relationship
dc.subject.otherformative measurement
dc.subject.othersensory brand experience
dc.titleThe effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201712144696
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2017-12-14T13:15:06Z
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.format.pagerange282-293
dc.relation.issn1061-0421
dc.relation.numberinseries3
dc.relation.volume26
dc.type.versionacceptedVersion
dc.rights.copyright© Emerald Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.
dc.rights.accesslevelopenAccessfi
dc.subject.ysobrändit
dc.subject.ysokuluttajat
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p1397
dc.relation.doi10.1108/JPBM-10-2016-1348
dc.type.okmA1


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