The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale

Sprott, David E.; Czellar, Sandor; Spangenberg, Eric R.

doi:10.1509/jmkr.46.1.92

Cited by 680 publications

(734 citation statements)

References 44 publications

(56 reference statements)

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“…Calder et al 2009;Sprott et al 2009); although these reflect distinct conceptual domains, relative to CBE. For example, in contrast to Calder et al (2009: p. 322), we view 'experience' and 'engagement' to represent distinct theoretical entities (Lemke et al 2011).…”

Section: Table 1 About Herementioning

confidence: 99%

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

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,155

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: Table 1 About Herementioning

confidence: 99%

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

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,155

2,291

View full text Add to dashboard Cite

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“…Bowden (2009) described CE as "a psychological process" driving customer loyalty, and primarily concerned with examining the formation and development of customer relationships. Engagement is further characterized by differing levels, which are individual and/or context speci c (Bowden, 2009;Sprott et al, 2009).…”

Section: The Concept Of Customer Engagementmentioning

confidence: 99%

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

Fernandes

Esteves

2016

Services Marketing Quarterly

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The article discusses the e ect of context on customer engagement and presents propensity to engage as an attitudinal antecedent of loyalty behaviors. We argue that customers may hold di erent propensity to engage depending on the speci c service context, which in turn will in uence more or less favorable behaviors. Data were collected through a convenience sample of consumers in two settings, high and low contact services. Results revealed that propensity to engage and loyalty behaviors vary signi cantly between the contexts studied. We also conclude that the majority of loyalty behaviors are correlated, in both contexts, with customers' propensity to engage.

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“…Based on the answers, a recall score was calculated for each subject as an outcome variable which range between 0 and 5. After the application of the experiment, the subjects were requested to fill a questionnaire which consisted of questions about their attitude towards the application (measure adopted from Muehling et al, 1991) that they used, attitude towards Adidas brand (Muehling et al, 1991), product category involvement (Seiders et al, 2007) towards sneakers, brand engagement with selfconcept (Sprott et al, 2009). …”

Section: Methodsmentioning

confidence: 99%

“…It is a generalized conceptualization of the relationship of consumers with brands. Increased levels of BESC and brand-self connection create likelihood to include favorite brand/s with the self and increase strength of the brand/s in memory (Sprott, Czellar, and Spangenberg, 2009 Emerging Markets Journal | P a g e |12…”

Section: Besc and Self-brand Conceptmentioning

confidence: 99%

What Makes Consumers Recall Banner Ads in Mobile Applications

Çiçek

Eren-Erdoğmuş

Daştan

2017

emaj

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The uses of mobile advertisements are increasing their popularity across the world. Companies can gather information about the mobile users based on their locations, lifestyle, and preferences via GPS, cookies and browsing history and embed highly personalized banner ads in mobile applications. However, in the literature there is hardly any work on the effectiveness of these highly personalized in-app banner ads. The aim of the study is to reveal which factors affect the effectiveness of in-app banner ads. An experimental study was designed and 209 subjects participated. The results of Ordinal Logistic Regression indicated that prior brand attitude and attitude towards application have a positive effect, whil e brand engagement with self-concept has a negative effect on the recall of in-app banner ads. Moreover, in-app banner ads are recalled more when they are located in landscape applications and positioned at the top part of the screen. This research provides some implications for future studies and practitioners.

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The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale

Cited by 680 publications

References 44 publications

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

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

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

What Makes Consumers Recall Banner Ads in Mobile Applications

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