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Exploring customer brand engagement: definition and themes

Hollebeek, Linda·2011·Journal of Strategic Marketing
DOI 10.1080/0965254x.2011.599493
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Abstract

Organizations are increasingly seeking customer participation and engagement with their brands. Despite significant practitioner interest, scholarly inquiry into the ‘customer brand engagement’ (CBE) concept has transpired in the literature only relatively recently, resulting in a limited understanding of the concept to-date. This paper addresses this research gap by providing a literature review in this area, and developing a CBE conceptualization based on an integrative deductive (literature-based)/inductive (data-based) approach. Data were sourced from exploratory, qualitative depth-interviews and a focus group employing a total of 14 informants. Extending previous research, CBE is viewed from relationship marketing (RM) and service-dominant (S-D) logic perspectives, whilst an integrative linkage to social exchange theory (SET) is also drawn. Based on the analysis, CBE is defined as ‘the level of a customer's cognitive, emotional and behavioral investment in specific brand interactions’. Further, three key CBE themes are identified, including ‘immersion’, ‘passion’ and ‘activation’. The paper concludes with an overview of key research limitations and implications.

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Metadata

Authors
Hollebeek, L.
Venue
Journal of Strategic Marketing
Publisher
Informa UK Limited
Published
2011-12
Volume
19
Issue
7
Pages
555-573
ISSN
  • 0965-254X (ISSN-L)
  • 1466-4488
DOI
10.1080/0965254x.2011.599493
OpenAlex
W1992026348
Cited by
1,331
References
15
FWCI
33.55
Type
journal article
Language
en
Open access
closed

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