Exploring customer brand engagement: definition and themes
Top Cited Papers
- 25 November 2011
- journal article
- research article
- Published by Taylor & Francis Ltd in Journal of Strategic Marketing
- Vol. 19 (7), 555-573
- https://doi.org/10.1080/0965254x.2011.599493
Abstract
Organizations are increasingly seeking customer participation and engagement with their brands. Despite significant practitioner interest, scholarly inquiry into the ‘customer brand engagement’ (CBE) concept has transpired in the literature only relatively recently, resulting in a limited understanding of the concept to-date. This paper addresses this research gap by providing a literature review in this area, and developing a CBE conceptualization based on an integrative deductive (literature-based)/inductive (data-based) approach. Data were sourced from exploratory, qualitative depth-interviews and a focus group employing a total of 14 informants. Extending previous research, CBE is viewed from relationship marketing (RM) and service-dominant (S-D) logic perspectives, whilst an integrative linkage to social exchange theory (SET) is also drawn. Based on the analysis, CBE is defined as ‘the level of a customer's cognitive, emotional and behavioral investment in specific brand interactions’. Further, three key CBE themes are identified, including ‘immersion’, ‘passion’ and ‘activation’. The paper concludes with an overview of key research limitations and implications.Keywords
This publication has 57 references indexed in Scilit:
- Emic and etic interpretations of engagement with a consumer-to-consumer online auction siteJournal of Business Research, 2011
- Occupational Engagement in Persons With Schizophrenia: Relationships to Self-Related Variables, Psychopathology, and Quality of LifeAmerican Journal of Occupational Therapy, 2007
- Construct validity of a newly developed instrument: Profile of Occupational Engagement in people with Schizophrenia, POESNordic Journal of Psychiatry, 2006
- The Social Influence of Brand Community: Evidence from European Car ClubsJournal of Marketing, 2005
- When Good Brands Do BadJournal of Consumer Research, 2004
- The Effect of Depression on Social Engagement in Newly Admitted Dutch Nursing Home ResidentsThe Gerontologist, 2003
- Dimensions of Brand PersonalityJournal of Marketing Research, 1997
- Transcription Quality as an Aspect of Rigor in Qualitative ResearchQualitative Inquiry, 1995
- Empirical Generalizations and Marketing Science: A Personal ViewMarketing Science, 1995
- Measures of Interviewer Bias and VarianceJournal of Marketing Research, 1977