The impact of consumer-brand engagement on brand experience and behavioural intentions

Abstract

PurposeThe purpose of this paper is to investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness to accept brand extension, willingness to pay a premium price) in relation to food brands.Design/methodology/approachThe authors propose a conceptual model comprising five latent variables and 26 manifest variables. A questionnaire with questions relating to pasta and coffee was given to an Italian consumer sample (n=400). The model was tested using structural equation modelling of the resulting data to examine the research hypotheses.FindingsThe empirical study confirms the predictive role of the two selected drivers of brand value. Both consumer-brand engagement and brand experience influenced behavioural intentions, but these brand constructs had different roles in the two product categories examined in the study, pasta and coffee.Research limitations/implicationsThis study does have limitations. First, the generalisability of the findings should be considered. The study refers to only two product categories in a specific country. It would be interesting to investigate the issue of food brand engagement and brand experience in different countries, and to compare the results. Furthermore, it would be valuable to investigate the impact of brand engagement and brand experience in other product categories.Practical implicationsThe results have an important implication for marketing managers: they should develop long-term and strong brand relationships. Such consumer engagement and/or experiential actions can be key competitive advantages for food companies.Originality/valueThe study provides empirical support for the effect of consumer-brand engagement and brand experience on consumers’ behavioural intentions in the food industry.