Brand Engagement and Brand Loyalty

2012 ◽  
pp. 121-135 ◽  
Author(s):  
Ronald E. Goldsmith
Keyword(s):  
Web Sites ◽  
Brand Loyalty ◽  
Product Category ◽  
Self Concept ◽  
Levels Of Abstraction ◽  
Self Identity ◽  
Brand Engagement ◽  
Emotional Loyalty ◽  
A Company ◽  
Different Levels

Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a brand as though the customer has an emotional relationship with it perhaps because the brand acts as an important reflection of self-identity or is an important symbol of something meaningful to the consumer. Consumers manifest different types of engagement (with advertising, media, web sites, a company, as well as specific brands). Engagement is also conceptualized at different levels of abstraction: engagement with the marketplace, engagement with a product category, engagement with a specific brand, and brand engagement in self-concept, which refers to differences in how much consumer use brands in general to represent themselves to others. This chapter discusses these issues in some detail and presents theoretical, managerial, and theoretical implications of this concept.

scholarly journals A Study of the Effectiveness of Customer Co-Creation Through Personalization and Customer Co-Creation Through Innovation on Brand Experience

2016 ◽  
Vol 1 (1) ◽  
Author(s):  
Kelsey Werner ◽  
Class of 2016
Keyword(s):  
Product Category ◽  
Brand Experience ◽  
Brand Name ◽  
Buying Behavior ◽  
Five Dimensions ◽  
Different Types ◽  
Category Type ◽  
A Company ◽  
Different Levels ◽  
Brand Satisfaction

The purpose of this article is to study the effect of two types of customer co-creation, co-creation through personalization and co-creation through innovation, on brand experience. Customer co-creation through personalization focuses on the act of improving or changing a standardized product to make it unique to the consumer, and customer co-creation through innovation occurs when the consumer helps the company create a brand new product. Studies have shown that positive brand experiences can lead to improved brand satisfaction and loyalty, so looking at co-creation’s impact on brand experience will point to how co-creation ultimately benefits a company. In order to measure the brand experience of different types of co-creation, the five dimensions of brand experience are used: sensory, affective, cognitive, behavioral, and relational. To test how the different types of co-creation affect the different levels of brand experience and consumers’ buying behavior, I conducted an experiment. In order to account for extraneous factors, I also took the brand name and product category into consideration when evaluating co-creation’s overall effect. I found that customer co-creation through personalization and customer co-creation through innovation have different effects on the various dimensions of brand experience. The cognitive and behavioral brand experience dimensions were changed the most by customer co-creation, and the affective and relational dimensions were not changed at all by customer co-creation. From this, I can conclude that companies should not use customer co-creation to induce feelings or an emotional bond with consumers, but they should use co-creation to stimulate consumers’ thinking and action. Results did vary, though, depending on the brand name and product category. Ultimately, if a company is planning to execute either version of customer co-creation, there are many factors to consider (such as brand name, product category, type of co-creation, industry, and customers) before putting the plan into action.

Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

2020 ◽  
Vol 24 (4) ◽  
pp. 589-609
Author(s):  
Munyaradzi W. Nyadzayo ◽  
Lester W. Johnson ◽  
Monica Rossi
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Strong Relationship ◽  
Self Concept ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Engagement ◽  
Positive Word Of Mouth ◽  
Descriptive Survey

PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

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

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.

Gender Issues in HCI Design for Web Access

2008 ◽  
pp. 3203-3216
Author(s):  
Stefania Boiano ◽  
Ann Borda ◽  
Jonathan P. Bowen ◽  
Xristine Faulkner ◽  
Giuliano Gaia ◽  
...  
Keyword(s):  
Gender Differences ◽  
Web Sites ◽  
Gender Discrimination ◽  
Gender Issues ◽  
General View ◽  
Home Pages ◽  
Levels Of Abstraction ◽  
Web Access ◽  
Design Case ◽  
Different Levels

We consider the design and provision of Web sites, with respect to gender issues, from various perspectives. A general view of the field is given, and educational issues are specifically considered in relation to gender differences in the use of IT as an effective educational aid, especially by children. Human-computer interaction (HCI) models at different levels of abstraction are presented, together with how gender issues could impinge at each of these levels. A number of examples, both from the commercial and cultural fields, are discussed as design case studies of home pages for Web sites that exhibit gender-related orientation. Finally, looking to the future, online gaming is discussed in the context of usage. It is hoped that the guidance provided here will help minimize any gender discrimination on Web sites with respect to their interfaces, increasing general accessibility in the process.

Gender Issues in HCI Design for Web Access

2007 ◽  
pp. 116-153 ◽  
Author(s):  
Stefania Boiano ◽  
Ann Borda ◽  
Jonathan Bowen ◽  
Xristine Faulkner ◽  
Giuliano Gaia ◽  
...  
Keyword(s):  
Gender Differences ◽  
Web Sites ◽  
Gender Discrimination ◽  
Gender Issues ◽  
General View ◽  
Home Pages ◽  
Levels Of Abstraction ◽  
Web Access ◽  
Design Case ◽  
Different Levels

We consider the design and provision of Web sites, with respect to gender issues, from various perspectives. A general view of the field is given, and educational issues are specifically considered in relation to gender differences in the use of IT as an effective educational aid, especially by children. Human-computer interaction (HCI) models at different levels of abstraction are presented, together with how gender issues could impinge at each of these levels. A number of examples, both from the commercial and cultural fields, are discussed as design case studies of home pages for Web sites that exhibit gender-related orientation. Finally, looking to the future, online gaming is discussed in the context of usage. It is hoped that the guidance provided here will help minimize any gender discrimination on Web sites with respect to their interfaces, increasing general accessibility in the process.

Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ahmed Rageh Ismail ◽  
Bang Nguyen ◽  
Junsong Chen ◽  
T.C. Melewar ◽  
Bahtiar Mohamad
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Self Concept ◽  
Strategy Development ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Engagement ◽  
Generation Z ◽  
Value Consciousness ◽  
The Relationship

Purpose This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments. Design/methodology/approach A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers. Findings The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development. Originality/value The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.

scholarly journals Model-Driven Architectural Framework towards Safe and Secure Nuclear Power Reactors

Sensors ◽  
2021 ◽  
Vol 21 (15) ◽  
pp. 5136
Author(s):  
Bassem Ouni ◽  
Christophe Aussagues ◽  
Saadia Dhouib ◽  
Chokri Mraidha
Keyword(s):  
Nuclear Power ◽  
Nuclear Reactors ◽  
System Development ◽  
Levels Of Abstraction ◽  
Model Driven ◽  
Case System ◽  
Architectural Framework ◽  
Performance Check ◽  
High Level ◽  
Different Levels

Sensor-based digital systems for Instrumentation and Control (I&C) of nuclear reactors are quite complex in terms of architecture and functionalities. A high-level framework is highly required to pre-evaluate the system’s performance, check the consistency between different levels of abstraction and address the concerns of various stakeholders. In this work, we integrate the development process of I&C systems and the involvement of stakeholders within a model-driven methodology. The proposed approach introduces a new architectural framework that defines various concepts, allowing system implementations and encompassing different development phases, all actors, and system concerns. In addition, we define a new I&C Modeling Language (ICML) and a set of methodological rules needed to build different architectural framework views. To illustrate this methodology, we extend the specific use of an open-source system engineering tool, named Eclipse Papyrus, to carry out many automation and verification steps at different levels of abstraction. The architectural framework modeling capabilities will be validated using a realistic use case system for the protection of nuclear reactors. The proposed framework is able to reduce the overall system development cost by improving links between different specification tasks and providing a high abstraction level of system components.

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