Brand engagement and experience in online services

Abstract

Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?

“…For this reason, maintaining harmonious relationships among consumers is a crucial driver of success and the survival of a social media brand page (Luo et al 2016). In addition, consumer-brand relationships that integrate consumer-other consumers relationships contribute to enhance such harmony (Zhang and Luo 2016), and the engagement consumers have with the brand depends on the benefits they perceived from brand actions on social media (see, for instance, Schivinski et al 2019;Khan et al 2019). The former focus on interactions with consumers and the brand or the company behind the brand; a point that has been confirmed in the literature concerning the brand relationship that has shown that consumers tend to invest in a relationship to a brand (Algesheimer et al 2005;Fournier 1998).…”

Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies

“…Van Doorn et al (2010) argue that, for the customers, the engagement enhances their perceptions, attitudes, emotions, and social identities related to the product or brand. For the online service, consumers who have high level brand engagement lead to high level brand trust, brand commitment and brand loyalty (Khan et al, 2019). For an enterprise, it leads to gains economic benefit, reputation, competitive advantage, and product improvements.…”

Pengaruh Brand Experience Dan Keterlibatan Merek Terhadap Loyalitas Merek Melalui Kepercayaan Dan Komitmen Merek Pada E-Commerce Sociolla

“…Konsumen pada umumnya memiliki keinginan dalam niat melakukan pembelian yang lebih tinggi dengan merek yang dikenali dengan mudah. Komitmen merek terdiri dari dua dimensi yaitu kesinambungan dan komitmen afektif (Khan et al, 2019). Brand experience didefinisikan sebagai tanggapan dari konsumen yang dapat ditemukan melalui sensasi, perasaan, kognitif, dan respon perilaku yang ditimbulkan oleh rangsangan yang berkaitan dengan merek dari sisi desain dan identitas, komunikasi, pengemasan, dan lingkungan (Khan et al, 2019).…”

“…Komitmen merek terdiri dari dua dimensi yaitu kesinambungan dan komitmen afektif (Khan et al, 2019). Brand experience didefinisikan sebagai tanggapan dari konsumen yang dapat ditemukan melalui sensasi, perasaan, kognitif, dan respon perilaku yang ditimbulkan oleh rangsangan yang berkaitan dengan merek dari sisi desain dan identitas, komunikasi, pengemasan, dan lingkungan (Khan et al, 2019). Dalam layanan online seperti adanya e-commerce, kepercayaan yang telah tercapai diidentifikasi sebagai faktor keberhasilan utama mengingat tidak adanya interaksi secara fisik dan fisik pembeli/jarak layanan (Bilgihan, 2016).…”

“…Dalam layanan online seperti adanya e-commerce, kepercayaan yang telah tercapai diidentifikasi sebagai faktor keberhasilan utama mengingat tidak adanya interaksi secara fisik dan fisik pembeli/jarak layanan (Bilgihan, 2016). Keterlibatan merek (brand engagement) didefinisikan sebagai keadaan psikologis yang terjadi berdasarkan pelanggan yang interaktif pada pengalaman dengan agen/objek fokus dalam layanan hubungan suatu merek (Khan et al, 2019…”