Customer brand engagement behaviors: the role of cognitive values, intrinsic and extrinsic motivations and self-brand connection

ABSTRACT

The purpose of this study is to investigate the effect of perceived enjoyment, benefits, involvement, and self-brand connection on consumers’ attitudes toward CBEBs based on TPB theory. Data were collected by a face-to-face survey instrument in Turkey from 594 smartphone owners who actively participated in brand engagement activities. Structural equation modeling and Hayes Process macro analyses were used to examine the research hypothesis. Findings showed perceived enjoyment is the most important stimuli to increase positive attitudes toward consumer engagement behaviors. In particular, self-brand connection plays a vital role in this mechanism and indirectly influences attitudes via enhancing involvement, perceived enjoyment, and benefit.

Acknowledgment

The study has formed the basis for the doctorate thesis ”MODELING CONSUMER BRAND ENGAGEMENT BEHAVIOUR BASED ON THE THEORY OF PLANNED BEHAVIOR” which is being conducted in the Department of Marketing at Istanbul University. The defense will take place at the Istanbul University, Turkey, in March 2021. The supervisor is Dr. Cenk Arsun YÜKSEL. This thesis will available online in Turkish language via the university library at https://kutuphane.istanbul.edu.tr/ A PDF version is available upon request from the author.

Disclosure statement

The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.

Additional information

Funding

The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: Dr. Cenk Arsun YÜKSEL has received a research grant from Istanbul University, Scientific Research Project (BAP) No. 34500.