Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator

2021 ◽  
Author(s):  
Laee Choi ◽  
MiRan Kim ◽  
He-Boong Kwon
Keyword(s):  
Corporate Reputation ◽  
Customer Engagement ◽  
Brand Love ◽  
Industry Type ◽  
Customer Identification

scholarly journals BRAND LOVE AND CUSTOMER ENGAGEMENT S ROLE OVER BRAND LOYALTY

Pressacademia ◽  
2017 ◽  
Vol 4 (4) ◽  
pp. 359-365
Author(s):  
Berker Pandir ◽  
Bahar Yasin
Keyword(s):  
Brand Loyalty ◽  
Customer Engagement ◽  
Brand Love

scholarly journals Impact of Customerization and Customer Engagement on Brand Love with the Mediating role of Brand Performance. Evidence from Hotel Industry of Pakistan.

2019 ◽  
Vol 6 (1) ◽  
pp. 66
Author(s):  
Kashif Abrar
Keyword(s):  
Sampling Technique ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Brand Performance ◽  
Cross Sectional ◽  
Brand Love ◽  
Mediating Role ◽  
Significant Relationships ◽  
Modelling Analysis

Attracting and retaining customers is considered essential for success of any business entity operating all across the globe. Therefore, customer needs and demands need to be emphasized in order to earn a profitable market share. The present study has focused on the independent role of customerization and customer engagement with the mediating effect of brand performance (brand awareness, brand image and brand satisfaction) on brand love. The study has been conducted in a cross-sectional and causal manner. Data was collected through convenience sampling technique from 230 respondents, out of which 183 questionnaires were fully attempted, with a response rate of 79. 5%. Responses were analyzed through frequency distribution, correlation, simple linear regression and structural equational modelling analysis. The findings of the study have indicated positively significant relationships of customerization and customer engagement with brand performance and brand love.

Examination of the roles played by brand love and jealousy in shaping customer engagement

2014 ◽  
Vol 23 (1) ◽  
pp. 24-32 ◽  
Author(s):  
Abhigyan Sarkar ◽  
S. Sreejesh
Keyword(s):  
Structural Equation ◽  
Common Factor ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Active Engagement ◽  
Brand Love ◽  
Content Type ◽  
Romantic Jealousy ◽  
Study Results ◽  
Specific Country

Purpose – The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers' active engagement. Design/methodology/approach – In order to develop and validate the romantic brand jealousy scale the present study has employed Churchill's methodology. The study has used common factor analysis and structural equation modeling using LISREL 8.72. Findings – This research provides empirical evidence for a three-item romantic brand jealousy scale. The study results indicate that the romantic jealousy scale developed is valid and reliable. It also shows that in contrast to previous literature, wherein authors found that brand love would create customer engagement, the brand love-jealousy framework would act as a better mediator to create customer engagement and also to motivate the customer to purchase the brand. Research limitations/implications – This research was conducted in a specific country (India). It would be more robust if the scale developed by this study could be examined in the context of other countries. Practical implications – This study is expected to help managers to formulate a better marketing strategy to increase customer engagement using the proposed brand love-jealousy framework. Originality/value – This research adds value to the domain of consumer psychology research by proposing that brand jealousy needs to be created along with brand love in customer's mind to augment the level of active engagement.

scholarly journals Kesenangan Hedonis terhadap Keterlibatan Pelanggan, Mediasi: Kepercayaan Merek dan Kecintaan Merek

2020 ◽  
Vol 2 (3) ◽  
pp. 803
Author(s):  
Shela Pramesty ◽  
Cokki Cokki
Keyword(s):  
Sampling Methods ◽  
Entire Population ◽  
Customer Engagement ◽  
Brand Trust ◽  
Online Data ◽  
Brand Love ◽  
Questionnaire Online

The purpose of the study is to test whether the hedonic pleasure can affect customer engagement with brand trust and brand love as mediation. The population of this research is Oppo’s smartphone users who residen in West Jakarta, of the entire population researchers only use 100 people in the sample chosen using convinience sampling methods, by handing out a questionnaire online the data is processed using smartPLS-SEM. The result of this research is a hedonic pleasure and brand love might affect customers engagement, the brand trust can’t affect the customer engagement and can’t be mediation of the hedonic pleasure against customers engagement, while the brand love capable of being mediation of hedonic  pleasure and brand trust of the customer engagement. Tujuan dari penelitian ini adalah untuk menguji apakah kesenangan hedonis dapat mempengaruhi keterlibatan pelanggan melalui kepercayaan merek dan kecintaan merek sebagai mediasi. Populasi dari penelitian ini adalah pengguna smartphone Oppo yang berdomisili di Jakarta Barat, dari seluruh populasi peneliti hanya menggunakan 100 orang sebagai sampel yang dipilih menggunakan metode convinience sampling, dengan menyebarkan kuesioner secara online data kemudian diolah menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah kesenangan hedonis dan kecintaan merek dapat mempengaruhi keterlibatan pelanggan, kepercayaan merek tidak dapat mempengaruhi keterlibatan pelanggan dan tidak dapat menjadi mediasi kesenangan hedonis terhadap keterlibatan pelanggan, sedangkan kecintaan merek mampu memediasi kesenangan hedonis dan kepercayaan merek terhadap keterlibatan pelanggan.

Customer Engagement in Social Media Brand Community

2021 ◽  
pp. 157-165
Author(s):  
Wajdy Omran
Keyword(s):  
Brand Loyalty ◽  
Social Networking Sites ◽  
Fast Food ◽  
Brand Management ◽  
Structural Equations ◽  
Customer Engagement ◽  
Brand Trust ◽  
Brand Love ◽  
Digital Space

Given the growth of Social Networking Sites (SNS), especially Facebook, companies have commenced engaging with customers in this newly emerged digital space. This study investigates the role of brand trust and brand love in enhancing engagement throughout Facebook. The effect of customer engagement on brand loyalty is also examined. Data was collected using a survey of 400 Syrian fast-food customers. The model is examined by structural equations modeling (SEM). The findings revealed that brand trust and brand love are considered drivers of customer engagement, also brand loyalty is an outcome of customer engagement. Moreover, the finding provides a model which brand managers can follow to build brand loyalty. It will add value in the field of Brand Management.

Brand love: the emotional bridge between experience and engagement, generation-M perspective

2019 ◽  
Vol 28 (2) ◽  
pp. 200-215 ◽  
Author(s):  
Muhammad Junaid ◽  
Fujun Hou ◽  
Khalid Hussain ◽  
Ali Ashiq Kirmani
Keyword(s):  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Consumer Experience ◽  
Brand Love ◽  
Content Type ◽  
Consumption Experience ◽  
Generation M ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.Design/methodology/approachA sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.FindingsThe findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.Practical implicationsThis paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.Originality/valueThe paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

Promoting customer engagement in service settings through identification

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hulda G. Black ◽  
Vincent Jeseo ◽  
Leslie H. Vincent
Keyword(s):  
Structural Equation ◽  
Past Research ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Instrumental Support ◽  
Social Emotional ◽  
Content Type ◽  
The Usa ◽  
Customer Identification ◽  
Employee Identification

Purpose The purpose of this paper is to empirically test some of the consumer engagement frameworks that have been previously proposed in marketing literature. Design/methodology/approach Data were gathered via surveys distributed to members of a health club in the USA. Results were analyzed using structural equation modeling. Findings We found the effects of satisfaction on intercustomer support – the assistance received from other customers within a service setting – to be fully mediated by customer identification. The strength and direction of effects differed based on the type of identification. They also found an effect of satisfaction on customer patronage frequency. This effect was fully mediated by customer–employee identification. Practical implications The findings illustrate that, in most cases, intercustomer support can be built and enhanced by focusing on customer identification. Both customer–company and customer–customer identification had a positive effect on social/emotional and instrumental support; however, they did not influence a consumer’s patronage frequency. Conversely, customer–employee identification decreased perceptions of instrumental support, but increased perceptions of social/emotional support and patronage frequency. While the findings indicate that identification with a firm’s employees drives a customer’s patronage, firms must decide if the benefits received from increased patronage are worth the decreased instrumental support. Originality/value Past research has demonstrated the benefits of intercustomer support at both the firm and customer level, yet little research has investigated what enhances intercustomer social support in an organization. The research answers this question and illuminates some specific mechanisms that mediate this effect. Additionally, while previous research indicates that intercustomer support drives objective outcomes such as firm performance and loyalty intentions, we instead found these outcomes to be driven by customer–employee identification.

Sign in / Sign up

Export Citation Format

Share Document