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ABSTRACT
Literature on consumer engagement is growing significantly, yet there is limited empirical research on its drivers and outcomes. This study examines the key drivers and outcomes of consumer brand engagement (CBE) in the context of Australian mobile phone service providers. The results reveal that consumer involvement, consumer participation and self-expressive brand have differing effects on the CBE dimensions (cognitive processing, affection and activation) and brand loyalty. Specifically, involvement, participation and self-expressive brand are all found to positively impact cognitive processing. Also, involvement and self-expressive brand positively influence affection. While, a positive relationship is established between involvement and activation, self-expressive brand emerges as a negative driver of activation. Further, the results show that affection and activation positively influence brand loyalty. Surprisingly, cognitive processing negatively impacts brand loyalty, whilst involvement (unlike participation and self-expressive brand) has a positive direct effect on brand loyalty. Managerial and academic implications, as well as areas for future research are discussed.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Civilai Leckie
Civilai Leckie (PhD in Marketing) is a Lecturer at Swinburne University of Technology, Australia. Her areas of research include relationship marketing, marketing orientation and business-to-business relationships. She has previously published in the European Journal of Marketing, Journal of Services Marketing, Journal of Business and Industrial Marketing, Journal of Services Theory and Practices, and Journal of Business Research, among others. She also has several years of experience working in the market research industry.
Munyaradzi W. Nyadzayo
Munyaradzi W. Nyadzayo (PhD in Marketing) is a Lecturer in Marketing at Swinburne University of Technology, Australia. He obtained his PhD from the Department of Marketing at Monash University, Melbourne. His primary research interests include business-to-business (B2B) branding, B2B brand relationships, services marketing, digital marketing, and retailing particularly in franchising markets. Munyar’s work has been published in Industrial Marketing Management and Journal of Business Research, among others.
Lester W. Johnson
Lester W. Johnson is a Professor of Marketing at both Swinburne University of Technology and Charles Sturt University. He has a BA from the University of New Hampshire and an MA and PhD from the University of Connecticut. His research focuses on customer satisfaction and consumer behaviour in services. He has published in the Journal of the Academy of Marketing Science, Journal of Retailing, International Journal of Research in Marketing, Journal of Service Research, Journal of Advertising Research, European Journal of Marketing, Journal of International Marketing, and numerous other marketing and business journals as well as three books. He is a Fellow of both the Australia and New Zealand Marketing Academy and the Australian Market & Social Research Society.