An integrated model of customer-brand engagement: Drivers and consequences

Abstract

Customer-brand engagement is emerging as an influential area of modern marketing. Yet, the domain is at an early stage of development, reliant on conceptual reasoning. The purpose of this article is to provide clarity in the domain and to develop an integrated customer-brand engagement model. Customer-brand engagement is conceptualised and empirically supported as a psychological state, distinct to behavioural manifestations, which are considered a consequence of customer-brand engagement. The proposed model conceptualises two contributors to customer-brand engagement, namely a firm-led platform for driving engagement and customer-centred influences. A quantitative approach using structural equation modelling supports the hypotheses. The empirical assessment is measured across both product and service brands, with model support in both contexts. The empirical contribution of the firm-led platform for engagement provides insight for practitioners as to how they may actionably influence customer-brand engagement, whereas the demonstrated consequences highlight the real benefits for organisations in doing so. The model measures the impact of customer-brand engagement upon brand value and brand loyalty, demonstrating the customer’s role in value creation. The research appears to be the first to empirically measure both firm-led and customer-centred antecedents to customer-brand engagement in a comprehensive model, offering a significant contribution to the domain.