Creating lift versus building the base: Current trends in marketing dynamics

Leeflang, Peter S. H.; Bijmolt, Tammo H. A.; Doorn, Jenny van; Hanssens, Dominique M.; Heerde, Harald J. van; Verhoef, Peter C.; Wieringa, Jaap E.

doi:10.1016/j.ijresmar.2008.06.006

Cited by 60 publications

(66 citation statements)

References 73 publications

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“…25, no. 6), which "rely on economic and/or marketing theories of consumer or firm behavior to 5 For extensive reviews of these models, see for example monographs by Blattberg, Kim and Neslin (2008); Leeflang, Wittink, Wedel and Naert (2000); Lilien, Rangaswamy, and De Bruyn (2007); and Wierenga (2008), as well as review articles by Bijmolt et al (2010); Leeflang et al (2009); Leeflang and Hunneman (2010); , and Wierenga, Van Bruggen, and Staelin (1999). Finally, I refer readers to the special IJRM issue on "Marketing Modeling on the Threshold of the 21st Century" (Vol.…”

Section: Models and Methodsmentioning

confidence: 99%

Paving the way for “distinguished marketing”

Leeflang

2011

International Journal of Research in Marketing

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Section: Models and Methodsmentioning

confidence: 99%

Paving the way for “distinguished marketing”

Leeflang

2011

International Journal of Research in Marketing

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“…panel) designs would serve to contribute insights into specific CBE phases or cycles by describing focal patterns of change (Menard 2002), which may be investigated by using time series or latent growth curve analysis (Leeflang et al 2009;Bijleveld et al 1998). …”

Section: Contributions Limitations and Implications Academic Implicationsmentioning

confidence: 99%

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,143

2,291

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In the last three decades an influential research stream has emerged, which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the 'consumer brand engagement' (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular interactive brand relationships, relative to traditional concepts, including 'involvement.' However, despite the growing scholarly interest regarding the undertaking of marketing research addressing 'engagement,' studies have been predominantly exploratory in nature; thus generating a lack of empirical research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap.Specifically, we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of conceptual relationships and a rival model. The findings suggest that while consumer brand 'involvement' acts as a CBE antecedent, consumer 'self-brand connection' and 'brand usage intent' represent key CBE consequences; thus providing a platform for further research in this emerging area. We conclude with an overview of key managerial and scholarly implications arising from this research.Keywords: Consumer brand engagement, social media, scale development, structural equation modeling 2 IntroductionIn the last three decades a powerful research stream has emerged, which highlights the nature and dynamics pertaining to specific consumer/brand relationships (Fournier 1998;Aaker, Fournier and Brasel 2004). Within this emerging body of work, consumer brand 'involvement,' which reflects a consumer's level of interest in, and personal relevance of a brand, has gained significant attention (Zaichkowsky 1985(Zaichkowsky , 1994Coulter et al. 2003). However, despite the important insights gleaned from 'involvement' research, more recently scholarly emphasis is shifting to concepts and theoretical perspectives, which explain or predict the dynamics characterizing focal interactive consumer/brand relationships more explicitly, including in specific social media settings Third, we offer a more parsimonious 10-item measurement tool comprising three CBE dimensions, relative to Calder et al.'s proposed eight-dimensional view of OE comprising 37 items.

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“…A marketing journal's calling should be to foster new fields of research, as they may prove to be influential in the long run (Stremersch & Lehmann, 2007, 2008. Research fields can be defined by their topic (for example, customer relationship management -e.g., Gupta & Zeithaml, 2006), method (for example, marketing dynamics -e.g., Leeflang et al, 2009), or application area (for example, high tech marketing -e.g., John, Weiss, & Dutta, 1999). Health and Marketing is starting to gain firm ground as a new research field defined by its application area.…”

Section: Introductionmentioning

confidence: 99%

Health and marketing: The emergence of a new field of research

Stremersch

2008

International Journal of Research in Marketing

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Creating lift versus building the base: Current trends in marketing dynamics

Cited by 60 publications

References 73 publications

Paving the way for “distinguished marketing”

Paving the way for “distinguished marketing”

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Health and marketing: The emergence of a new field of research

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