IDEAS home Printed from
   My bibliography  Save this article

Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent


  • Harrigan, Paul
  • Evers, Uwana
  • Miles, Morgan P.
  • Daly, Tim


Consumers rely on social media to make travel decisions, and actively engage in relationships with tourism brands on social media. Our research contribution is threefold. First, we validate the consumer brand engagement (CBE) scale proposed by Hollebeek, Glynn, and Brodie (2014). Second, we use social exchange theory to replicate their proposed model to relate CBE to consumer involvement, self-brand connection, and brand usage. Third, we contribute to tourism marketing theory and practice. The CBE scale exhibited exceptional fit in the tourism context. The models confirmed that all three dimensions of CBE had significant effects on self-brand connection and brand usage intent. Tourism organizations may utilize these findings to foster stronger connections with consumers and increase the likelihood of consumers using their sites by focusing on strategies to develop CBE.

Suggested Citation

  • Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
  • Handle: RePEc:eee:jbrese:v:88:y:2018:i:c:p:388-396
    DOI: 10.1016/j.jbusres.2017.11.046

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. repec:eee:joinma:v:23:y:2009:i:1:p:4-10 is not listed on IDEAS
    2. Johanna Gummerus & Veronica Liljander & Emil Weman & Minna Pihlström, 2012. "Customer engagement in a Facebook brand community," Management Research Review, Emerald Group Publishing, vol. 35(9), pages 857-877, August.
    3. repec:eee:joreco:v:24:y:2015:i:c:p:100-109 is not listed on IDEAS
    4. Cabiddu, Francesca & Carlo, Manuela De & Piccoli, Gabriele, 2014. "Social media affordances: Enabling customer engagement," Annals of Tourism Research, Elsevier, vol. 48(C), pages 175-192.
    5. repec:eee:joinma:v:28:y:2014:i:2:p:149-165 is not listed on IDEAS
    6. Zaichkowsky, Judith Lynne, 1985. " Measuring the Involvement Construct," Journal of Consumer Research, Oxford University Press, vol. 12(3), pages 341-352, December.
    7. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    8. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    9. Richins, Marsha L & Bloch, Peter H, 1986. " After the New Wears Off: The Temporal Context of Product Involvement," Journal of Consumer Research, Oxford University Press, vol. 13(2), pages 280-285, September.
    10. Daly, Timothy M. & Nataraajan, Rajan, 2015. "Swapping bricks for clicks: Crowdsourcing longitudinal data on Amazon Turk," Journal of Business Research, Elsevier, vol. 68(12), pages 2603-2609.
    11. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:88:y:2018:i:c:p:388-396. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.