The DOI matches its Crossref record; 16 of the 16 references it cites were found in a registry or an index.
Antecedents of consumer brand engagement and brand loyalty
Abstract
Literature on consumer engagement is growing significantly, yet there is limited empirical research on its drivers and outcomes. This study examines the key drivers and outcomes of consumer brand engagement (CBE) in the context of Australian mobile phone service providers. The results reveal that consumer involvement, consumer participation and self-expressive brand have differing effects on the CBE dimensions (cognitive processing, affection and activation) and brand loyalty. Specifically, involvement, participation and self-expressive brand are all found to positively impact cognitive processing. Also, involvement and self-expressive brand positively influence affection. While, a positive relationship is established between involvement and activation, self-expressive brand emerges as a negative driver of activation. Further, the results show that affection and activation positively influence brand loyalty. Surprisingly, cognitive processing negatively impacts brand loyalty, whilst involvement (unlike participation and self-expressive brand) has a positive direct effect on brand loyalty. Managerial and academic implications, as well as areas for future research are discussed.
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Cited by
Customer engagement and social media: Revisiting the past to inform the future
Lim, W. M., & Rasul, T. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.04.068 · Cited by 427
Engaging and retaining customers with AI and employee service
Prentice, C., & Nguyen, M. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2020.102186 · Cited by 388
How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions
Guerreiro, J., & Pacheco, M. (2021) · Sustainability · doi:10.3390/su13147877 · Cited by 185
Metadata
- Authors
- Leckie, C., Nyadzayo, M. W., & Johnson, L. W.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2016-01-25
- Volume
- 32
- Issue
- 5-6
- Pages
- 558-578
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2306669861
- Cited by
- 436
- References
- 16
- FWCI
- 58.44
- Type
- journal article
- Language
- en
- Open access
- closed
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- Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management. https://doi.org/10.1080/0267257x.2015.1131735
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
