The two traditional oncepts underlying customer-brand engagement

Dean Charles Wilkie, Lester Johnson, Rebecca Dolan, Abhishek Dwivedi

Research output: Other contribution to conferenceAbstractpeer-review


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
Number of pages1
Publication statusPublished - 2017
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2017 - Swanston Academic Building, RMIT University, Melbourne, Australia
Duration: 04 Dec 201706 Dec 2017 (Conference proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleMarketing for Impact
Internet address


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