Investigating The Antecedents of Consumer Brand Engagement to Luxury Brands on Social Media

Abstract

The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiveness and brand community identification of the three dimensions of consumer brand engagement (CBE) (cognitive, emotional, behavior) in the luxury brand on social media. The data was collected through an online questionnaire which was filled in by 125 respondents who have experience in buying luxury brands using purposive sampling. The empirical study was conducted using structural equation modeling SmartPls. The results of the study stated that Consumer Involvement has a negative impact, brand self expressiveness and consumer brand identification have a positive impact on dimensions of CBE. Tests were also conducted to see the consequences of CBE, namely an increase in brand image and brand loyalty. Managers of luxury brand companies must increase CBE by utilizing and managing consumers following social media and creating communities to make it easier for consumers to get to know the advantages of luxury brand products. This study is a pioneer, as it extends the consumer engagement model to the social media context luxury brand by adding brand community identification as an antecedent CBE.

An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market

“…Our findings are in line with earlier studies, showing a positive influence of FGC on SMBE (Rubio et al. , 2021), where informative and emotional appeals of FGC facilitate cognitive, emotional and behavioural engagement of SMBE; and UGC on SMBE (Febrian et al ., 2020), where valence and volume of UGC facilitate the cognitive, emotional and behavioural engagement of SMBE.…”

Materialistic Consumers Who Need To Signal Their Status: Examination of Antecedents and Consequences of Consumers’ Luxury Brands Engagement on Social Media

“…Hence, consumer involvement has been examined scholars as an antecedent to CBE in different contexts such as tourism (Harrigan et al, 2018), luxury brands engagements (Oliveira & Fernandes, 2020), social media (Hollebeek et al, 2014), sensory brand experience (Hepola et al, 2017), and many more. Although many studies examined CBE in various contexts, limited studies explored the CBE constructs based on luxury brand engagement on social media (e.g., Febrian & Ahluwalia, 2021;Oliveira & Fernandes, 2020). Further, scholars (Harrigan et al, 2018;Oliveira & Fernandes, 2020) call for future research to examine CBE constructs in different online environments with different antecedent and outcome variables.…”

The Mediating Effect of Consumer Brand Engagement on the Relationship between Social Media Marketing and Repurchase Intention

“…Customer brand engagement (CBE) is defined as a motivation state occurring when people experience a product or service (Calder et al, 2016), the psychological process of consumers becoming more loyal to a brand is characterized by increasing levels of commitment and trust, resulting in repeat purchases (Febrian & Ahluwalia, 2021). Repurchase intention is a positive assessment of previous purchase activities so that an intention arises to be willing to repurchase (Hellier et al, 2003).…”

“…The descriptive of respondents in Table 1 show that dominantly a female (82%), aged between 21-25 years old (62%), and educational background in senior high school (77%). indicators (Brodie et al, 2013;Febrian & Ahluwalia, 2021;Hollebeek, 2011), and the RI measurement is carried out with three indicators (Nguyen et al, 2021;Nurcholis & Miftaqulkismay, 2021).…”

“…However, social media marketing is considered a new strategy, with a limited understanding of its consequences. Customer brand engagement is fundamental in processing consumer loyalty, including repurchase intention (Febrian & Ahluwalia, 2021). The intention to purchase is positively influenced by social media and consumer engagement (Gani et al, 2022).…”