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Revisiting the consumer brand engagement concept

Author

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  • Obilo, Obinna O.
  • Chefor, Ellis
  • Saleh, Amin

Abstract

Marketing researchers and practitioners almost unanimously agree that consumer engagement has major economic and social benefits. Many published works have attempted to conceptualize, develop, and validate measures of consumer engagement. One seminal study (Hollebeek, Glynn, & Brodie, 2014) developed a scale for consumer brand engagement (CBE) within the context of social media and has since become one of the most cited and employed measures of engagement. The purpose of the current study is to reinvestigate the validity of the CBE scale. We integrate views from marketing research and practice to introduce a new conceptualization of engagement. Examining the CBE scale through the lens of our new conceptualization, we find that, although reliable and valid as an instrument, it does not truly capture the engagement concept. Finally, we introduce and validate a new instrument that more comprehensively captures the engagement concept.

Suggested Citation

  • Obilo, Obinna O. & Chefor, Ellis & Saleh, Amin, 2021. "Revisiting the consumer brand engagement concept," Journal of Business Research, Elsevier, vol. 126(C), pages 634-643.
    • Handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:634-643
    DOI: 10.1016/j.jbusres.2019.12.023
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    Citations

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    Cited by:

    1. Schaefers, Tobias & Falk, Tomas & Kumar, Ashish & Schamari, Julia, 2021. "More of the same? Effects of volume and variety of social media brand engagement behavior," Journal of Business Research, Elsevier, vol. 135(C), pages 282-294.
    2. Aly H. Abdel-Gayed & Thowayeb H. Hassan & Ahmed Hassan Abdou & Mostafa A. Abdelmoaty & Mahmoud I. Saleh & Amany E. Salem, 2023. "Travelers’ Subjective Well-Being as an Environmental Practice: Do Airport Buildings’ Eco-Design, Brand Engagement, and Brand Experience Matter?," IJERPH, MDPI, vol. 20(2), pages 1-15, January.
    3. Krawczyk-Sokołowska, Izabela & Caputa, Wiesława, 2023. "Awareness of network security and customer value – The company and customer perspective," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    4. Lourenço, Carlos Eduardo & Hair, Joseph F. & Zambaldi, Felipe & Ponchio, Mateus Canniatti, 2022. "Consumer brand engagement concept and measurement: Toward a refined approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Osei-Frimpong, Kofi & McLean, Graeme & Islam, Nazrul & Appiah Otoo, Brigid, 2022. "What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement," Journal of Business Research, Elsevier, vol. 146(C), pages 288-307.
    6. Luigi Cantone & Pierpaolo Testa & Teresa Marrone, 2022. "Issues in defining and placing consumer brand engagement," Italian Journal of Marketing, Springer, vol. 2022(2), pages 135-172, June.
    7. Hung-Tai Tsou & Chieh-Chih Hou & Ja-Shen Chen & Minh-Chau Ngo, 2022. "Rethinking Sustainability Hotel Branding: The Pathways from Hotel Services to Brand Engagement," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    8. Cui, Xingwen & Xie, Qinghong & Zhu, Jing & Shareef, Mahmud Akhter & Goraya, M. Awais Shakir & Akram, Muhammad Shakaib, 2022. "Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    10. Arghashi, Vahideh & Yuksel, Cenk Arsun, 2022. "Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Paweł Bryła & Shuvam Chatterjee & Beata Ciabiada-Bryła, 2022. "The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review," IJERPH, MDPI, vol. 19(24), pages 1-16, December.
    12. Subarna Nandy & Neena Sondhi & Himanshu Joshi, 2024. "Toward a measure of brand pride: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 430-448, July.
    13. Thapa, Sajani & Guzmán, Francisco & Paswan, Audhesh, 2024. "We are just 10 feet away! How does location-based advertising affect consumer-brand engagement?," Journal of Business Research, Elsevier, vol. 172(C).

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