Consumer Brand Engagement Beyond the "Likes".

Wiktor Razmus

doi:10.3389/fpsyg.2021.692000

Abstract

In most consumer brand engagement (CBE) scales, indicators of CBE refer to behaviors that are related to social media or online brand communities. CBE also occurs beyond the Internet context in real-life settings. This paper reports the development and validation process of a CBE scale beyond the Internet behavior context. The results of three studies support the content validity, internal consistency, reliability, and nomological validity of the scale. Moreover, the results indicate that brand engagement measured by the CBE scale affects important aspects of brand-related consumer constructs. Consumers with a high level of brand engagement reflected greater brand loyalty, consumer satisfaction with a product, and perceived value of a brand. The author discusses the usefulness of this scale for marketing and psychological research.

Highlights

Consumer brand engagement (CBE) is one of the key topics in research on marketing and consumer behaviors (Gómez-Suárez et al, 2017)
This means that indicators of consumer brand engagement (CBE) refer, for example, to reading posts in social media (I read posts related to Brand X on social media; Schivinski et al, 2016) or to participation in online community behavior (I hope to improve the brand or product through my participation and expression in this brand community; Baldus et al, 2015)
The aim of this study was to check if brand engagement measured by the CBE scale affects the indicator of brand loyalty

Summary

Introduction

Consumer brand engagement (CBE) is one of the key topics in research on marketing and consumer behaviors (Gómez-Suárez et al, 2017). The same is true with other scales that focused on online communities or brand content in social media (Hollebeek et al, 2014; Dessart et al, 2016; Schivinski et al, 2016; Mirbagheri and Najmi, 2019) This means that indicators of CBE refer, for example, to reading posts in social media (I read posts related to Brand X on social media; Schivinski et al, 2016) or to participation in online community behavior (I hope to improve the brand or product through my participation and expression in this brand community; Baldus et al, 2015). These scales are very useful and provide a unique contribution relevant to a specific discipline and context. Recent analyses of existing scales demonstrated that CBE should be “measured more properly [. . . ] by means of situations which

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