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Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator

Author

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  • Laee Choi

    (Colorado State University-Pueblo)

  • MiRan Kim

    (Michigan State University)

  • He-Boong Kwon

    (Colorado State University-Pueblo)

Abstract

This study explores how customer-based corporate reputation (CBR) influences customer engagement behaviors (CEB). It incorporates customer identification and brand love as mediators between CBR and CEB, and the industry type as a moderator, to investigate the direct and indirect effects of CBR on CEB through a moderated mediation analysis. The hypotheses were tested through PLS-SEM and PROCESS. Results confirmed the mediation effects of customer identification and brand love between CBR and CEB, and the positive direct impact of CBR on CEB. Furthermore, this study found that five aspects of CBR have different impacts on four dimensions of CEB. Lastly, the CBR–customer identification–CEB mechanism is stronger in the service than in the product industry, whereas there is no difference in the mediation mechanism of brand love between the product and service.

Suggested Citation

  • Laee Choi & MiRan Kim & He-Boong Kwon, 2022. "Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 150-166, March.
    • Handle: RePEc:pal:jobman:v:29:y:2022:i:2:d:10.1057_s41262-021-00255-5
    DOI: 10.1057/s41262-021-00255-5
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