Table 1 Consequences of customer... | Emerald Publishing

Table 1

Consequences of customer engagement behavior

Outcomes of customer engagement
Concept	Definition	Implication	Studies
Value-in-use	The experiential, personal and relational value derived by the beneficiary (often the consumer) in value-cocreation) (Ranjan and Read, 2016)	Customer engagement covers customers interactions with others. Thus, it serves as a microfoundation to the cocreated value-in-use which stems from customer–brand interactions.	(Behnam et al., 2021; Ramaswamy and Ozcan, 2018; Storbacka et al., 2016)
Brand loyalty	A customer’s long-standing commitment to a brand, service and/or product. Covers both behavioral and attitudinal commitment (Oliver, 1999)	The more a customer engages with a brand, the closer the customer–brand relationship is likely to be. Thus, engaged customers are more likely to remain as customers to the brand (Fernandes and Esteves, 2016; Rather et al., 2022)	Fernandes and Esteves (2016), Vivek et al. (2014)
Word-of-mouth	A customer’s referrals to a brand, service or product, to others (Vivek et al., 2012)	The more a customer engages with a brand, the more likely they are to talk with others about it. Thus, customer engagement leads to word-of-mouth (Vivek et al., 2012)	(Chang et al., 2021; Vivek et al., 2012; Yoshida et al., 2014)
Price perceptions	Customers’ valuation of the price worthiness of an offer (Bergel et al., 2019)	Engaged customers tend to have more positive price perceptions than less engaged customers (Bergel et al., 2019)	(Bergel et al., 2019)
Brand image	A mental scheme of linkages and associations of a brand that creates a meaning of the brand to customers (Blasco-Arcas et al., 2016)	Customer engagement has a positive effect on brand image, as it allows customers to form positive experiences and encounters associated with the brand (Blasco-Arcas et al., 2016)	(Blasco-Arcas et al., 2016)
Trust	Customers having confidence in the reliability and integrity of a brand (Vivek et al., 2012)	As customers engage, the interactions between the customers and the brands may, if positive, lead to more trust between the two exchange partners (Vivek et al., 2012)	(Hollebeek and Macky, 2019; Vivek et al., 2012)

Outcomes of customer engagement
Concept	Definition	Implication	Studies
Value-in-use	The experiential, personal and relational value derived by the beneficiary (often the consumer) in value-cocreation) (Ranjan and Read, 2016)	Customer engagement covers customers interactions with others. Thus, it serves as a microfoundation to the cocreated value-in-use which stems from customer–brand interactions.	(Behnam et al., 2021; Ramaswamy and Ozcan, 2018; Storbacka et al., 2016)
Brand loyalty	A customer’s long-standing commitment to a brand, service and/or product. Covers both behavioral and attitudinal commitment (Oliver, 1999)	The more a customer engages with a brand, the closer the customer–brand relationship is likely to be. Thus, engaged customers are more likely to remain as customers to the brand (Fernandes and Esteves, 2016; Rather et al., 2022)	Fernandes and Esteves (2016), Vivek et al. (2014)
Word-of-mouth	A customer’s referrals to a brand, service or product, to others (Vivek et al., 2012)	The more a customer engages with a brand, the more likely they are to talk with others about it. Thus, customer engagement leads to word-of-mouth (Vivek et al., 2012)	(Chang et al., 2021; Vivek et al., 2012; Yoshida et al., 2014)
Price perceptions	Customers’ valuation of the price worthiness of an offer (Bergel et al., 2019)	Engaged customers tend to have more positive price perceptions than less engaged customers (Bergel et al., 2019)	(Bergel et al., 2019)
Brand image	A mental scheme of linkages and associations of a brand that creates a meaning of the brand to customers (Blasco-Arcas et al., 2016)	Customer engagement has a positive effect on brand image, as it allows customers to form positive experiences and encounters associated with the brand (Blasco-Arcas et al., 2016)	(Blasco-Arcas et al., 2016)
Trust	Customers having confidence in the reliability and integrity of a brand (Vivek et al., 2012)	As customers engage, the interactions between the customers and the brands may, if positive, lead to more trust between the two exchange partners (Vivek et al., 2012)	(Hollebeek and Macky, 2019; Vivek et al., 2012)

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