The Effect of Customer–Brand Relationship Investments' Dimensions on Customer Engagement in Emerging Markets

Zainol, Zuraidah; Omar, Nor Asiah; Osman, Juliana; Habidin, Nurul Fadly

doi:10.1080/15332667.2016.1209051

Cited by 32 publications

(22 citation statements)

References 63 publications

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“…Therefore, SET, which focuses on the principles of equity and reciprocity, represents an ideal theoretical framework for studying customer engagement. It has also been widely adopted in previous studies on customer engagement across different research contexts (e.g., Harrigan et al, 2018;Simon et al, 2016;Zainol et al, 2016). Subscribing to SET, we proposed that omnichannel retailers' initiatives on channel integration quality will be reciprocated with customers being engaged with the retailers, which in turn leads to desirable business outcomes.…”

Section: Social Exchange Theorymentioning

confidence: 99%

Customer engagement through omnichannel retailing: The effects of channel integration quality

Lee

Chan

Chong

et al. 2019

Industrial Marketing Management

245

275

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Section: Social Exchange Theorymentioning

confidence: 99%

Customer engagement through omnichannel retailing: The effects of channel integration quality

Lee

Chan

Chong

et al. 2019

Industrial Marketing Management

245

275

View full text Add to dashboard Cite

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“…To show such behaviors, customers need affective feelings for the company. CE is a manifestation of emotional relationship [13]. Sashi [45] describes that emotional attachment evokes CE.…”

Section: Corporate Social Responsibilitymentioning

confidence: 99%

CSR and Customer Outcomes: The Mediating Role of Customer Engagement

2018

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Corporate social responsibility (CSR) image positively affects customer outcomes. Despite researchers’ interest in the investigation of company favoring outcomes still, there is a need to further examine the psychological mechanisms that generate these outcomes. Customer engagement (CE) is a state of mind that drives customer behavior. The role of CE has been fully ignored in CSR literature. We suggest that CSR engenders CE and examine the mediating role of CE between CSR and behavioral outcomes. A survey of 455 customers of banking services in Pakistan provided empirical evidence for hypothesis testing. Structural equation modeling was used to analyze the data. We find that CSR image induces CE that gives rise to behavioral responses i.e., customer loyalty, word-of-mouth (WOM) and customer feedback. This is the first study to examine the impact of CSR on customer feedback and to investigate the mediating role of CE.

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“…Brand has achieved a crucial importance in the contemporary market and is taken as a means of establishing strong ties with customers, what can even generate brand loyalty, providing greater profitability, cost-effectiveness and sustainability for companies (Drennan, Bianchi, Cacho-Elizondo, Loreiro, Guibert, & Teravest, 2015;Pappu & Quester, 2016;Hegner, Fenko, & Teravest, 2017). Therefore, several conceptual brand elements have been introduced, as the search for a better understanding of brand personality, customers' awareness in relation to the brands, customers' attitudes in relation to a given brand, brands setting in the market through an adequate positioning and love, that is nourished by customers in relation to a given brand (Maehle & Shneor, 2010;Zainol, Omar, Osman, & Habidin, 2016). Specifically, the core of this study is brand loyalty, although some of its determinants have been contemplated, which will be approached later.…”

Section: Introductionmentioning

confidence: 99%

Brand Loyalty Determinants in the Context of a Soft Drink Brand

Fortes¹,

Milan

Eberle

et al. 2019

RAM, Rev. Adm. Mackenzie

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Purpose: Developing and keeping customers’ loyalty in relation to the brand is a strategic requisite for well-succeeded business. Thus, our main purpose was to develop and validate a theoretical model concerning customers brand loyalty. Originality/value: We explored perceived quality, brand awareness, brand personality, and brand love as brand loyalty determinants. In this sense, the focus of this study was to analyze the impact of some brand loyalty determinant constructs. Design/methodology/approach: The study was implemented by means of a survey, applied to 284 customers of a soft drink brand from Northeast Brazil that was acquired by one of the biggest soft drink producers in the world. Data were analyzed through multivariate statistics and applying structural equation modeling technic. Findings: It was possible to evidence that there is a positive relation between the constructs brand awareness and perceived quality and positive influence of brand personality over brand awareness, as well as perceived quality over brand love. Also, evidence showed that brand love influences brand loyalty and that consumption level is a meaningful moderator of this relation.

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The Effect of Customer–Brand Relationship Investments' Dimensions on Customer Engagement in Emerging Markets

Cited by 32 publications

References 63 publications

Customer engagement through omnichannel retailing: The effects of channel integration quality

Customer engagement through omnichannel retailing: The effects of channel integration quality

CSR and Customer Outcomes: The Mediating Role of Customer Engagement

Brand Loyalty Determinants in the Context of a Soft Drink Brand

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