... – influence negative brand engagement across three dimensions: emotional, cognitive and behavioral. Design/methodology/approach Using a mixed-methods approach, the research combines quantitative data (n = 238) with qualitative insights from 36 interviews. Findings The quantitative analysis...

... communities can promote consumer engagement behavior and that community engagement has a positive effect on consumer brand engagement. Social capital partially mediates the relationship between the humorous community climate and community engagement. Information heterogeneity negatively and value...

...Alper Özer; Mehmet Özer; İrem Buran; Esra Genç Purpose This study aims to investigate the impact of brand engagement on consumer responses to brand extensions, particularly in terms of value perception, attitude and purchase intention in a masstige context. The study examines low-fit/high...

.... In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust. Design/methodology/approach The study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least square structural equation modeling...

...Wiktor Razmus; Magdalena Razmus; Sonja Grabner-Kräuter Purpose This paper aims to use the cognitive appraisal theory to investigate the effects of brand engagement and materialism on the positive emotions of joy and excitement evoked by a product at different stages of the purchase process...

..., brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC). Design/methodology/approach A sample of 436 active users of sport-related...

... and online participant samples. Findings Results from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers...

..., with “inspired by” (activation) as the first step followed by “inspired to” (intention). In addition, the results highlighted the role of brand experience and openness to experience as antecedents to customer inspiration, while customer satisfaction, brand engagement in self-concept, brand affect, word of mouth...

.../approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings The findings suggest that crowdsourcing (vs firm-generated...

... of user-brand involvement, brand trust, brand engagement, brand recommendation and brand loyalty. Design/methodology/approach Cross-sectional quantitative data, gathered from a total of 340 eligible respondents via an online questionnaire survey, were empirically analysed and validated using a hybrid...

... Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Internal branding Work engagement Mission engagement Organizational identification Emotional exhaustion Cognition SEM Internal marketing Marketing management Brand engagement Brand communication...

..., including CE measurement/methods, online CE, CE’s value co-creating capacity, CE conceptualization and customer/consumer brand engagement. Further, an agenda for future CE research is provided based on the presented network analysis results. Practical implications The reported findings generate...

... with the quality of the consumer (Corneo and Jeanne, 1997). Brand engagement Consumption values Young consumer Personal values New luxury Value theory Luxury consumption has been studied for decades; however, as society continues to evolve, so does its definition of luxury. The current shift...

... only Brand engagement Brand co-creation Internal branding Volunteer Internal stakeholders Internal stakeholder co-creation Motives for volunteer co-creation Volunteer engagement New internal branding paradigm A major premise of the internal branding literature is recognition...

...Anish Yousaf; Insha Amin; Dhouha Jaziri; Abhishek Mishra Purpose The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness. Design/methodology/approach Message design is proposed to include two...

..., the discussion of the results is presented along with implications and avenues for future research. Affective commitment Customer engagement Brand engagement Loyalty Continuance commitment Literature has suggested that acquiring new customers is costly, but it is also not easy to keep...

... to create a procedure for comparing scales and to use it to evaluate brand engagement measures in social media. Design/methodology/approach This study first defines a procedure for the selection, standardization and comparison of scales; this procedure considers both the classical test theory (CTT...

...Jorge Matute; Ramon Palau-Saumell; Nicoletta Occhiocupo Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs...

...Gillian Moran; Laurent Muzellec; Devon Johnson Purpose This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understood here as users’ behavioral responses in the form of clicks, likes, shares and comments. We highlight which content components, interactivity cues (calls...

... on branded emoticons. This paper aims to build on impression management theory and the conceptualization of cuteness to investigate how the effect of cuteness in branded emoticon design influences perceived playfulness in mobile instant messaging (MIM) interaction and the creation of brand engagement in self...