... implications The managers can emphasize MBP but should not downplay the importance of FBP inside OBCs. To achieve brand engagement, the marketers should curate FBP in a way to affecting consumers’ brand identification and brand appeal. To achieve consumer brand engagement, MBP can be targeted at both male...

...Sandra Maria Correia Loureiro; Ricardo Godinho Bilro; Arnold Japutra Purpose This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments. Design/methodology/approach Two...

...Teresa Fernandes; Mariana Moreira 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...

...Janne Hepola; Heikki Karjaluoto; Anni Hintikka Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey...