Paving the way for “distinguished marketing”

Leeflang, Peter S. H.

doi:10.1016/j.ijresmar.2011.02.004

Cited by 64 publications

(44 citation statements)

References 165 publications

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“…Further, concurring with the findings reported in Table 1, the results indicated that for perceived 'highly engaging' brands consumers, typically, appeared willing to exert considerable cognitive, emotional and behavioral activity in their brand interactions; thus reflecting the core interactive nature underlying the 'engagement' concept (Leeflang 2011;Brodie et al 2011).…”

Section: Insert Table 2 About Heresupporting

confidence: 81%

“…All descriptions of 'highly engaging' brands adopted a positive valence (Table 2), as reflected in the CBE conceptualization proposed in the next section. In summary, the qualitative study shows consumer conceptions of CBE are aligned with key findings addressing the 'engagement' concept in prior research (Brodie et al 2011;Leeflang 2011). We introduce our proposed CBE conceptualization in the next section.…”

Section: Insert Table 2 About Heresupporting

confidence: 65%

“…While 'engagement' has received considerable attention across a number of academic disciplines, including social psychology and organizational behavior, the concept has transpired in the marketing literature only relatively recently (Leeflang 2011;Brodie et al 2011). In this emerging literature, 'engagement' has been viewed as a promising concept expected to provide enhanced predictive and explanatory power of focal consumer behavior outcomes, including brand loyalty (Pham and Avnet 2009;Avnet and Higgins 2006a/b;Schau et al 2009).…”

Section: Literature Review: 'Engagement'mentioning

confidence: 99%

“…Specifically, following Brodie et al (2011), we posit 'interactive experience' to represent a core hallmark typifying 'engagement.' However, the conceptual scope of BESC limits the emergence of the interactive nature of 'engagement' (Leeflang, 2011;Bezjian-Avery et al 1998). Hence we adopt a more comprehensive approach focused on the interactively generated nature of CBE, as outlined in further depth in the Literature Review.…”

Section: Introductionmentioning

confidence: 99%

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

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,145

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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Section: Insert Table 2 About Heresupporting

confidence: 81%

Section: Insert Table 2 About Heresupporting

confidence: 65%

Section: Literature Review: 'Engagement'mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

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

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,145

2,291

View full text Add to dashboard Cite

show abstract

“…Overall, these engagement scales permit the quantification of individuals' focal engagement levels towards a focal object (e.g. a brand), and thus facilitate the undertaking of large-scale, quantitative investigation into this emerging area (Leeflang, 2011). JOURNAL OF MARKETING MANAGEMENT, 2016VOL.…”

Section: Strategic Drivers Anticipated and Unanticipated Outcomes Ofmentioning

confidence: 99%