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Article
Publication date: 22 October 2019

Sandra Maria Correia Loureiro, Ricardo Godinho Bilro and Arnold Japutra

This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.

Abstract

Purpose

This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.

Design/methodology/approach

Two independent studies are conducted to examine these relationships. Study 1, based on a sample of 366 respondents, uses a structural equation modelling approach to test the research hypotheses. Study 2, based on 1,454 online consumer reviews, uses text-mining technique to examine further the relationship between emotions and consumer-brand engagement.

Findings

The findings show that all the consumer-generated media stimuli are positively related to the dimensions of emotions. However, only pleasure and arousal are positively related to the three variables of consumer-brand engagement. The findings also show cognitive processing as the strongest dimension of consumer-brand engagement providing positive sentiments towards brands.

Practical implications

The findings provide marketers with an understanding of how valid, useful and relevant content (i.e. information/content) creates a greater emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction.

Originality/value

This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand engagement. This study also adds to the brand engagement literature as the first study that combines PLS-SEM approach with text-mining analysis to provide a better understanding of these relationships.

Details

Journal of Product & Brand Management, vol. 29 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 12 February 2018

Urška Tuškej and Klement Podnar

This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in…

Abstract

Purpose

This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings.

Design/methodology/approach

Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model.

Findings

Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands.

Research limitations/implications

Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study.

Practical implications

Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media.

Originality/value

This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

Details

Journal of Product & Brand Management, vol. 27 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 15 August 2016

Carina Simon, Tim Oliver Brexendorf and Martin Fassnacht

Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive…

Abstract

Purpose

Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive relationships in online brand communities. This paper aims to explore consumers’ brand community engagement in the context of Facebook brand pages. This research puts forth the hypothesis that consumers’ brand community engagement on Facebook is dependent upon two overarching themes: external social forces and internal personal forces.

Design/methodology/approach

Based on social impact theory, social identity theory and social exchange theory, a conceptual research model is developed and empirically tested through structural equation modelling using cross-sectional data of 460 Facebook brand fans.

Findings

The empirical results suggest that internal personal forces primarily positively influence brand community engagement, while external social forces can even impact consumers’ brand community engagement negatively.

Research limitations/implications

Future research should test and validate the proposed model for specific categories and brands.

Practical implications

This paper offers help to online brand marketers to trigger meaningful engagement of consumers in a brand community on Facebook.

Originality/value

This paper examines the consumer engagement construct from a behavioural perspective in a defined social media context and highlights the peculiarities of online brand communities on Facebook that distinguish them from traditional brand communities. The research uses a strong theoretical foundation to develop a model that investigates the prevalent variables that influence consumers’ brand community engagement on Facebook.

Details

Journal of Product & Brand Management, vol. 25 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 18 May 2020

Anish Yousaf, Insha Amin, Dhouha Jaziri and Abhishek Mishra

The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness.

Abstract

Purpose

The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness.

Design/methodology/approach

Message design is proposed to include two components, namely, orientation and vividness. The message orientation is classified as either task/instrumental or socioemotional. The message vividness is measured through content type. The consumer-brand engagement is conceptualized at three levels, namely, cognitive (comment), affective (shares) and conative (likes). A total of 1,000 posts were collected from the official Facebook pages of the 10 most popular travel brands, five each from India and the USA. These two countries were chosen as they are culturally different, with the former representing a largely collectivist culture and greater social connectivity and the latter representing primarily an individualistic culture.

Findings

The study reveals that greater message vividness, with more interactive/audio-visual content, leads to higher engagement. The task/instrumental message orientation leads to low-/medium-level engagement. Overall, a combination of high-vividness and socioemotional orientation generates maximum engagement. India and the USA depict unique effects of message orientations/vividness on the consumer-brand engagement levels, indicating cultural implications for the brand SNS messages – effectiveness.

Research limitations/implications

The study’s conceptualization of consumer-brand engagement reflected through the consumers – responses to brands – SNS messages, represents new knowledge. The unique effects of message vividness and orientation on consumer-brand engagement and the variations across cultures is also a novel contribution to the extant branding literature.

Practical implications

The brand marketers should not only design their SNS messages with appropriate vividness/orientation but also tweak them across cultures, for maximum consumer engagement.

Originality/value

The study is a novel attempt to deploy the interaction process analysis framework in an SNS setting.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 15 June 2021

Elaine Wallace, Pedro Torres, Mário Augusto and Maryana Stefuryn

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of…

Abstract

Purpose

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media.

Design/methodology/approach

Data from a study of 332 followers of brands on social media were analysed using structural equation modelling.

Findings

Results highlight the role of brand love in mediating the relationship between antecedents online brand engagement and consumer brand identification on intention to co-create value and willingness to pay a premium price. Consumers who trust the brand are more likely to intend to co-create value and are more willing to pay a price premium and these relationships are enhanced when the brand is loved.

Practical implications

Findings provide guidance for managers seeking to build brand friendship relationships with young consumers through social media. Results caution against a form of “superficial” friendship where the consumer may interact and co-create value online, yet fail to value the brand, evidenced through a willingness to pay a premium price.

Originality/value

The research identifies the critical role of brand love in fostering relationships with brands that young consumers follow on social media. The study reveals that neither online brand engagement nor consumer brand identification will result in co-creation of value or willingness to pay a premium price unless the consumer experiences brand love.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 April 2020

Man Lai Cheung, Guilherme Pires and Philip J. Rosenberger

This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on…

Abstract

Purpose

This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.

Design/methodology/approach

Using an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.

Findings

The results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.

Research limitations/implications

Having cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.

Practical implications

Marketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.

Originality/value

This study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 28 January 2021

Timmy H. Tseng, Sara H. Hsieh and Crystal T. Lee

Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to…

Abstract

Purpose

Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the design factors that drive the marketing effectiveness of branded applications (apps) with gamification features.

Design/methodology/approach

This study investigates branded apps covering various industries such as hospitality, retail and financial services. A total of 296 respondents were recruited from an online questionnaire platform.

Findings

The results show that playability, design aesthetics, goal clarity, incentive provision and symbolic benefits were drivers of consumer–brand engagement, which in turn generated purchase intention, app continuance intention and brand loyalty.

Originality/value

Based on the elemental tetrad model, this study specified relevant factors identified in the literature to represent the technology, aesthetic, mechanical and story elements. The authors contribute to the literature by identifying design factors as drivers of consumer–brand engagement in the branded app context.

Details

Marketing Intelligence & Planning, vol. 39 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 11 November 2020

Junyun Liao, Xuebing Dong, Ziwei Luo and Rui Guo

Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based…

Abstract

Purpose

Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty.

Design/methodology/approach

Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement.

Findings

The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty.

Practical implications

Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity.

Originality/value

This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 23 November 2020

Trang P. Tran, Adrienne Muldrow and Khanh Ngoc Bich Ho

This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media.

Abstract

Purpose

This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media.

Design/methodology/approach

The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process.

Findings

Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not.

Research limitations/implications

The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world.

Practical implications

Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love.

Originality/value

This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.

Details

Journal of Consumer Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 28 February 2019

Teresa Fernandes and Mariana Moreira

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Product & Brand Management, vol. 28 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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