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Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.

The authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.

The model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.

To the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.

Using an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.

The study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.

This study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

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).

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.

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.

The framework should be tested in other contexts, and the application of longitudinal research setting is encouraged.

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.

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.

The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships.

A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed.

Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships.

Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.

Despite an increasing interest in online brand advocacy (OBA) and the importance of online brand conversations, OBA’s conceptualization, dimensionality and measurement are unclear, which has created confusion. This paper aims to answer calls from researchers and practitioners for a better understanding and measurement of OBA. The development and validation of a parsimonious and practical OBA scale is outlined in this paper.

A multi-methods, multi-stage approach was followed to develop a parsimonious OBA scale. From an initial pool of 96 items obtained from qualitative research and from items used in prior general brand advocacy scales, a test-retest reliability study is followed. Academic judges were consulted to verify dimensionality, followed by two separate online surveys to further purify the scale and assess criterion-related validity. Programs including SPSS, AMOS and WarpPLS were used.

This research extends the knowledge of OBA by developing and testing a parsimonious and practical 16-item, four-dimensional OBA scale. Unlike previous attempts to measure OBA, this study suggested OBA as a multidimensional construct with four dimensions (i.e. brand defense, brand information sharing, brand positivity and virtual positive expression). Further, this study showed that OBA is conceptually different from consumer–brand engagement and electronic word-of-mouth.

Future research is encouraged to validate the OBA scale in various contexts and locations. Researchers can use the new OBA scale to examine potential brand-related antecedents and consequences of OBA.

This study provides brand and marketing practitioners with a better understanding of brand advocacy occurring online. The OBA scale offers clear markers or trademarks that will be useful in assessing any brand’s health online and to track and better manage online brand communications and performance.

This research provides the first empirical investigation of Wilk et al.’s (2018) exploratory insights into OBA. The resulting parsimonious scale has furthered OBA as a new area for academic enquiry and presented practitioners with a practical way of measuring OBA.

The purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement, especially in the context of the smartphone industry and Chinese social media marketing. This study also examines the important role of brand love and gender in this relationship.

Data from 403 participants who are followers of the smartphone brand’s social media page was collected via an online survey. PLS-SEM was also used for examining the research model.

The findings of this research reveal that the (perceived) brand interactivity, and consumer involvement, are key factors influence CBE. As expected, brand love and consumers’ eWOM intention are significant outcomes of CBE. In particular, the relationship between CBE and consumers’ eWOM intention is mediated by brand love. However, gender did not moderate the proposed relationships.

By integrating social exchange theory and attribution theory, this study deepens the understanding of CBE and brand love by examining the relationship between brand interactivity, consumer involvement, CBE, brand love and eWOM in the context of smartphone and Chinese social media marketing.

The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”.

In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling.

The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust.

Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty.

The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model.

The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE.

The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

Based on the resource-based view and organizational capability theory, we examine the effect of information technology (IT) on company performance through supply chain integration (SCI) from the upstream and downstream perspective of the whole supply chain.

Based on data collected from 296 cross-border e-commerce (CBE) companies in China, we used structural equation modeling with LISREL to test the conceptual model.

The results show that supplier and customer IT significantly promote supplier and customer system and process integration. Supplier system and process integration enhance operational performance. Meanwhile, IT indirectly affects financial performance through operational performance. Customer system integration has positive effects on operational and financial performance, with an indirect effect on financial performance through operational performance. However, customer process integration only improves financial performance.

We only use cross-sectional data from Zhejiang province of China to investigate relationships of related constructs. Future studies can also use longitudinal data in combination with secondary data from other provinces, regions and countries.

The results provide important managerial insights for CBE companies to sustain their competitive advantages by improving their performances through IT and SCI practices throughout the upstream and downstream data-driven supply chain.

This study contributes to the IT and SCI literature by exploring the effectiveness of IT in improving SCI and company performance from the upstream and downstream perspective and the perspective of IT.

The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of customer brand engagement (CBE).

In this paper, social commerce-adoption is modeled, using three variables: customer engagement, SBC and fashion-consumer brand-involvement. Using a personal online survey, data on social media users classified as millennials and Generation Z were collected. The model is analyzed using structural equation modeling (SEM).

Consumer involvement in fashion has a positive effect on cognitive processing and activation, but not on affection. SBC has a positive effect on all three analyzed dimensions. Finally, gender is found to exert a moderating effect on the relationship between the “CBE activation” dimension and brand loyalty.

The research was conducted during the lockdown imposed due to the COVID-19 pandemic, which may have influenced the responses. Other limitations and potential lines of research for the future are presented at the end of the paper.

Some of the results of this study can directly inform the social media strategies of fashion companies that use Instagram as a channel of communication with their customers. They can also contribute to incentivizing co-created content and increasing consumption among both men and women.

The present study contributes to addressing the scarcity of studies dealing with CBE and social commerce in the fashion sector and, in particular, fashion-consumer behavior on social media (specifically, Instagram).