Eliciting consumer-engagement and experience to foster consumer-based-brand-equity: moderation of perceived-health-beliefs

ABSTRACT

Although consumer-brand-engagement (CBE) and consumer-brand-experience (CBX) are identified as important research priorities, empirically based insights regarding their relationship with tourism-consumers’ resulting consumer-value cocreation (CVC), emotional-attachment and consumer-based-brand-equity (CBBE) remains scant, particularly during COVID-19 pandemic. In responding to this research gap, following Service-Dominant-Logic and Protection-Motivation-informed theories, we propose and test a model that explores the influence of CBE and CVC on CBX, which consequently effects emotional-attachment and CBBE with tourism service-brands. To explore such issues, we recruit a sample of 318 customers by using PLS-SEM. PLS-SEM-results indicate that CBE has a positive impact on CVC and CBX. Second, findings reveal CBX’s positive influence on emotional-attachment and CBBE. Third, results corroborated the CBE’s and CVC’s indirect effect on emotional-attachment and CBBE, as mediated through CBX. Finally, findings illustrated a negative moderating influence of perceived-severity and positive moderating effect of self-efficacy among projected associations. We offer significant theoretical/managerial implications that develop from this study.

摘要

虽然消费者品牌参与（CBE）和消费者品牌体验（CBX）被认为是重要的研究重点，但基于经验的关于它们与旅游消费者产生的消费者价值协同（CVC），情感依恋和消费者品牌资产（CBBE）的关系的见解仍然很少，特别是在COVID-19大流行期间。 为了回应这一研究差距，我们提出并测试了一个模型，探讨了CBE和CVC对CBX的影响，从而影响了情感依恋和CBBE与旅游服务品牌的影响。为了探讨这些问题,我们使用PLS-SEM招募了318个客户的样本. PLS-SEM-结果表明CBE对CVC和CBX具有积极影响。 其次，研究结果揭示了CBX对情绪依恋和CBBE的积极影响。第三，结果证实了CBE和CVC通过CBX介导的对情绪依恋和CBBE的间接影响。最后，研究结果表明，在预测的关联中，感知严重程度的负面调节影响和自我效能感的积极调节作用。我们提供了从这项研究中发展起来的重要理论/管理含义。

KEYWORDS:

• Consumer brand engagement
• consumer value co-creation
• consumer brand experience
• consumer-based brand equity
• perceived severity
• service context

关键词:

• 消费者品牌参与
• 消费者价值共同创造
• 消费者品牌体验
• 基于消费者的品牌资产
• 感知严重性
• 服务环境

Disclosure statement

No potential conflict of interest was reported by the author(s).