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ABSTRACT
This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality of engagement and the different engagement foci, and these oversights have important theoretical and empirical consequences. This study contributes to the nascent stream of research that aims to theoretically refine and operationalise engagement by espousing the duality of engagement with two engagement foci (brand and community) and seven sub-dimensions of consumer engagement. Using qualitative data from consumers and experts, three survey data sets based on English and French samples, and two pools of mirrored items (one for each engagement focus), the study develops and validates a dual-focus 22-item scale of consumer engagement that can be used to operationalise engagement with various consumer engagement objects.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Laurence Dessart
Laurence Dessart is Assistant Professor at KEDGE Business School in France. She completed her PhD at the University of Glasgow, focusing on consumer engagement in online brand communities. Her wider research interests are digital marketing, branding and consumer behaviour. Alongside her PhD, she has conducted several research projects in the area of online brand communities. Laurence has published in the Journal of Product and Brand Management and has presented her work at several conferences in Europe and the US, including the Academy of Marketing Science Annual conference.
Cleopatra Veloutsou
Dr Cleopatra Veloutsou is a Senior Lecturer in Marketing at University of Glasgow and the editor of the Journal of Product and Brand Management. Her primary research concerns brand management and marketing organisation, focusing mostly on the questions of brand management structure and brand support. She is also interested in relationship marketing and marketing communications. Cleopatra has published over 35 articles in these areas and her papers have appeared, amongst others, in the International Journal of Advertising, the Journal of Business and Industrial Marketing, the European Journal of Marketing, the Journal of Marketing Management and the Journal of Business Research.
Anna Morgan-Thomas
Dr Anna Morgan-Thomas is a Senior Lecturer at the Adam Smith Business School, University of Glasgow. Positioned at the interface of marketing and information systems, her research is concerned with implications of digital objects for marketing practices. Her research examines antecedents and outcomes of digital transformation of marketing and international marketing function in small and medium enterprises. Her work has been published in the International Marketing Review, the Journal of Business Research and the International Small Business Journal.