The Role of Customer Brand Engagement on Brand Loyalty in the Usage of Virtual Hotel Operator

The main aim of this article is to investigate the role of customer-brand engagement (CBE) and relationship quality (RQ) when individuals engage online with a brand. The study empirically examines the serial mediation of CBE and RQ between customer participation and brand loyalty. The research included a posttest only, in a quasi-experiment design, with two comparative groups: Purchasers and nonpurchasers. A total of 215 students were invited to engage with a selected brand on Facebook for 5 days consecutively, and for 20 minutes each day. Subsequently, the participants' opinions were collected using a questionnaire. Process Macros was used to test the serial mediation (Hayes, 2013). The results confirm that CBE does not mediate among the purchasers' group, however, CBE and RQ exhibit serial mediation. Also, RQ does not mediate among the nonpurchasers' group. This evidence suggests that purchasers do not exhibit loyalty through engagement alone and confirms that CBE is beyond transactions. Finally, results support the importance of CBE for the management to improve brand loyalty.

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Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-12-2018-0902 ◽

2019 ◽

Vol 21 (2) ◽

pp. 233-253 ◽

Cited By ~ 1

Author(s):

Nagaraj Samala ◽

Bharath Shashanka Katkam

Keyword(s):

Social Exchange ◽

Brand Loyalty ◽

Structural Equation ◽

Moderated Mediation ◽

Mediation Model ◽

Content Type ◽

Mediating Role ◽

Brand Engagement ◽

Moderated Mediation Model

Purpose Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty. Design/methodology/approach The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model. Findings The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

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The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust

Journal of Research in Interactive Marketing ◽

10.1108/jrim-03-2021-0072 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Tariq Samarah ◽

Pelin Bayram ◽

Hasan Yousef Aljuhmani ◽

Hamzah Elrehail

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Online Survey ◽

Mediating Effect ◽

Research Approach ◽

Brand Trust ◽

Content Type ◽

Brand Engagement ◽

The Impact

PurposeThis study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.Design/methodology/approachUsing an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.FindingsThe study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.Originality/valueThis study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

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The Role of Customer Brand Engagement and Affective Brand Commitment in Mediating the Relationship between Value Congruity and Brand Loyalty

Journal of Advanced Research in Dynamical and Control Systems ◽

10.5373/jardcs/v12sp4/20202071 ◽

2020 ◽

Vol 12 (SP4) ◽

pp. 1963-1973

Author(s):

Wayan Yuniari

Keyword(s):

Brand Loyalty ◽

Brand Commitment ◽

Brand Engagement ◽

Value Congruity ◽

The Relationship

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Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships

Journal of Product & Brand Management ◽

10.1108/jpbm-08-2017-1545 ◽

2019 ◽

Vol 28 (2) ◽

pp. 274-286 ◽

Cited By ~ 16

Author(s):

Teresa Fernandes ◽

Mariana Moreira

Keyword(s):

Brand Loyalty ◽

Cross Sectional Survey ◽

Brand Relationships ◽

Cross Sectional ◽

Content Type ◽

Brand Engagement ◽

Emotional Relationships ◽

Indirect Impact ◽

The Impact

Purpose The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships. Design/methodology/approach A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed. Findings Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships. Originality/value Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.

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Dressing your soul: The role of brand engagement in self-concept

MERCATI & COMPETITIVITÀ ◽

10.3280/mc1-2019oa7633 ◽

2019 ◽

pp. 75-102

Author(s):

Valentina Mazzoli ◽

Diletta Acuti ◽

Raffaele Donvito ◽

Eunju Ko

Keyword(s):

Brand Loyalty ◽

Self Determination Theory ◽

Self Determination ◽

Self Concept ◽

Comprehensive Model ◽

Brand Engagement ◽

Brand Advocacy ◽

Managerial Implications ◽

Definition Of

The current study aims to contribute to the literature on brand engagement in self-concept (BESC). Supported by self-determination theory, a comprehensive model that explains the psychological drivers and consequences of BESC is tested. Based on a sample of 600 international highly engaged cosplayers, the results contribute to the literature on BESC by showing that extrinsic personal aspirations positively influence individuals' propensity to include brands in their definition of themselves. The findings show that higher levels of extrinsic personal aspirations lead to higher BESC manifestations that in turn lead to greater brand loyalty and brand advocacy. Furthermore, the findings indicate that personal aspirations have an indirect effect on brand loyalty and brand advocacy through BESC. The managerial implications for fashion brands are discussed.

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The Impact of Social Media on Brand Loyalty

Building Brand Identity in the Age of Social Media - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-5143-0.ch007 ◽

2017 ◽

pp. 155-168

Keyword(s):

Social Media ◽

Customer Loyalty ◽

Brand Loyalty ◽

Brand Engagement ◽

The Impact

Companies are always looking for different ways to increase their profits, and they often find themselves searching for new customers to grow their business. Acquiring new customers costs more than trying to encourage current ones to repurchase. This is the value of customer loyalty. In this chapter, the concept of brand loyalty is explored along with elements that influence it. In order to achieve loyalty, firms need to increase brand engagement to build deeper relationships with their customers. In previous chapters, the role of social media in brand engagement was explored, and as a result, the role of social media in creating brand royalty is explored in this chapter.

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Brand engagement and experience in online services

Journal of Services Marketing ◽

10.1108/jsm-03-2019-0106 ◽

2019 ◽

Vol 34 (2) ◽

pp. 163-175 ◽

Cited By ~ 4

Author(s):

Imran Khan ◽

Linda D. Hollebeek ◽

Mobin Fatma ◽

Jamid Ul Islam ◽

Zillur Rahman

Keyword(s):

Brand Loyalty ◽

Brand Commitment ◽

Brand Trust ◽

Online Service ◽

Content Type ◽

Mediating Role ◽

Brand Engagement ◽

Service Brands ◽

The Relationship

Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

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The role of customer brand engagement and brand experience in online banking

International Journal of Bank Marketing ◽

10.1108/ijbm-07-2015-0110 ◽

2016 ◽

Vol 34 (7) ◽

pp. 1025-1041 ◽

Cited By ~ 40

Author(s):

Imran Khan ◽

Zillur Rahman ◽

Mobin Fatma

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Online Survey ◽

Online Banking ◽

Equation Modeling ◽

Brand Experience ◽

Content Type ◽

Brand Engagement ◽

Brand Satisfaction

Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty. Design/methodology/approach This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling. Findings The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty. Practical implications This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes. Originality/value This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.

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