Exploring consumer–brand engagement: a holistic framework

Abstract

PurposeThis paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing information search behaviour, online engagement behaviour and brand attitude in Hong Kong.Design/methodology/approachThe theoretical framework is tested using data from 302 customers of a durable technology product, a smartphone, in Hong Kong, collected using a self-administered online survey. Partial least squares-structural equation modelling was used to analyse the data.FindingsThe results reveal that consumers’ enduring involvement and ongoing information search behaviour are key drivers of CBE, ultimately enhancing customers’ brand attitude. The importance of enduring involvement in strengthening ongoing search behaviour, online engagement behaviour and CBE is confirmed, together with the importance of ongoing search behaviour in strengthening CBE. Further analysis demonstrated the full mediating role of ongoing search behaviour in the relationship between enduring involvement and online engagement behaviour, such that CBE fully mediates the impact of ongoing search behaviour on brand attitude.Research limitations/implicationsThe research contributes to the extant literature by providing an understanding of how to strengthen CBE for durable technology products, such as smartphones. However, this study is cross-sectional in nature, focusing on smartphones in Hong Kong only. Thus, future research should consider comparisons between countries with diverse cultures as well as other industries, such as the service sector, to enhance the generalisability of the study’s findings.Practical implicationsMarketers should seek to heighten customers’ involvement levels by encouraging customer–brand interactions, which is not only useful in encouraging customers’ ongoing search and online engagement behaviour but also critical in strengthening CBE. Additionally, marketers are recommended to encourage customers’ ongoing search behaviour (at the category level), which is useful in encouraging consumers’ online engagement behaviour as well as strengthening CBE.Originality/valueThe role of ongoing search behaviour in brand building has received little attention in the branding literature. This paper makes a noteworthy contribution to CBE research by empirically testing a holistic framework, confirming that enduring involvement and ongoing search behaviour are critical drivers in the process of strengthening CBE. This paper also demonstrates the mediation roles of ongoing search behaviour and CBE in the holistic framework.