The Two Traditional Concepts Underlying Customer-Brand Engagement

Research output: Other contribution to conferenceAbstract

Abstract

Given the desire to create a more personal, connective relationship between the brand and its customers, managers are continuing to be drawn to the concept of customer brand engagement (CBE). It is argued that the popularity of this concept has flourished due to the perception that traditional measures such as perceived quality cannot capture the effects of changes in the consumer-brand relationship. However, in aiming to predict and explain the effect CBE on brand performance, researchers are ignoring the importance of two underlying concepts. In this paper, we present two models based on two conceptualisations of CBE—a relationship-based, and a psychological-based conceptualisation of CBE. The results show that underlying both interpretations is 1) a tripartite relationship between the consumer's level of cognition, affection, and their behaviour, and 2) perceived quality as a driver of each of the constructs in the tripartite relationship.
Original languageEnglish
Pages882
Number of pages1
Publication statusPublished - 2017
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2017 - Swanston Academic Building, RMIT University, Melbourne, Australia
Duration: 01 Dec 201706 Dec 2017
https://www.rmit.edu.au/events/all-events/conferences/2017/december/anzmac (Conference website)
https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf (Conference proceedings)

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleMarketing for Impact
CountryAustralia
CityMelbourne
Period01/12/1706/12/17
Internet address

Fingerprint

Perceived quality
Conceptualization
Brand performance
Psychological
Consumer-brand relationships
Cognition
Personal relationships
Managers

Cite this

Dwivedi, A., Dolan, R., & Johnson, L. (2017). The Two Traditional Concepts Underlying Customer-Brand Engagement. 882. Abstract from Australian and New Zealand Marketing Academy Conference, Melbourne, Australia.
Dwivedi, Abhishek ; Dolan, Rebecca ; Johnson, Lester. / The Two Traditional Concepts Underlying Customer-Brand Engagement. Abstract from Australian and New Zealand Marketing Academy Conference, Melbourne, Australia.1 p.
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Dwivedi, A, Dolan, R & Johnson, L 2017, 'The Two Traditional Concepts Underlying Customer-Brand Engagement', Australian and New Zealand Marketing Academy Conference, Melbourne, Australia, 01/12/17 - 06/12/17 pp. 882.

The Two Traditional Concepts Underlying Customer-Brand Engagement. / Dwivedi, Abhishek; Dolan, Rebecca ; Johnson, Lester.

2017. 882 Abstract from Australian and New Zealand Marketing Academy Conference, Melbourne, Australia.

Research output: Other contribution to conferenceAbstract

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PY - 2017

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AB - Given the desire to create a more personal, connective relationship between the brand and its customers, managers are continuing to be drawn to the concept of customer brand engagement (CBE). It is argued that the popularity of this concept has flourished due to the perception that traditional measures such as perceived quality cannot capture the effects of changes in the consumer-brand relationship. However, in aiming to predict and explain the effect CBE on brand performance, researchers are ignoring the importance of two underlying concepts. In this paper, we present two models based on two conceptualisations of CBE—a relationship-based, and a psychological-based conceptualisation of CBE. The results show that underlying both interpretations is 1) a tripartite relationship between the consumer's level of cognition, affection, and their behaviour, and 2) perceived quality as a driver of each of the constructs in the tripartite relationship.

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Dwivedi A, Dolan R, Johnson L. The Two Traditional Concepts Underlying Customer-Brand Engagement. 2017. Abstract from Australian and New Zealand Marketing Academy Conference, Melbourne, Australia.