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

British Food Journal - Tập 119 Số 8 - Trang 1884-1896 - 2017
Marcello Risitano1, Rosaria Romano2, Annarita Sorrentino1, Michele Quintano3
1Universita degli Studi di Napoli Parthenope, Napoli, Italy
2Universita degli Studi della Calabria, Arcavacata di Rende, Italy
3ESADE Business School, Madrid, Spain

Tóm tắt

Purpose The 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/approach The 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. Findings The 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/implications This 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 implications The 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/value The study provides empirical support for the effect of consumer-brand engagement and brand experience on consumers’ behavioural intentions in the food industry.

Từ khóa


Tài liệu tham khảo

1991, Managing Brand Equity

1996, Measuring brand equity across products and markets, California Management Review, 38, 102, 10.2307/41165845

2014, When good brands do bad, Journal of Consumer Research, 31, 1

2007, Understanding price premium for grocery products: a conceptual model of customer-based brand equity, Journal of Product & Brand Management, 16, 401, 10.1108/10610420710823762

2015, The impact of brand authenticity on brand attachment in the food industry, British Food Journal, 117, 538, 10.1108/BFJ-03-2014-0095

Azize, Ş., Gülden, T. and Cemal, Z. (2013), “Building behavioral intentions in automotive industry: brand experience, satisfaction, trust, direct mail communication and attitudes toward advertising”, Business Management Dynamics, Vol. 3 No. 4, pp. 45-61.

2001, The effects of brand associations on consumer response, Journal of Consumer Marketing, 18, 410, 10.1108/07363760110398808

2009, Customer engagement: a framework for assessing customer-brand relationships: the case of the restaurant industry, Journal of Hospitality Marketing & Management, 18, 574, 10.1080/19368620903024983

2009, Brand experience: what is it? How is it measured? Does it affect loyalty?, Journal of Marketing, 73, 52, 10.1509/jmkg.73.3.052

2011, Customer engagement: conceptual domain, fundamental propositions, and implications for research, Journal of Service Research, 14, 252, 10.1177/1094670511411703

2009, Examining brand equity antecedent/consequence relationships, Journal of Marketing Theory and Practice, 17, 145, 10.2753/MTP1069-6679170204

2003, Brand knowledge, brand trust and consumer response: a conceptual framework

2005, Managing media and advertising change with integrated marketing, Journal of Advertising Research, 45, 356

2001, The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing, 65, 81, 10.1509/jmkg.65.2.81.18255

2010, The drivers of green brand equity: green brand image, green satisfaction, and green trust, Journal of Business Ethics, 93, 307, 10.1007/s10551-009-0223-9

Chin, W. and Dibbern, J. (2010), “An introduction to a permutation based procedure for multi-group PLS analysis: results of tests of differences on simulated data and a cross cultural analysis of the sourcing of information system services between Germany and the USA”, Handbook of Partial Least Squares, Springer, New York, NY, pp. 171-193.

1997, Finding Flow: The Psychology of Engagement with Everyday Life

2013, An empirical investigation of brand equity: drivers and their consequences, British Food Journal, 115, 1342, 10.1108/BFJ-01-2012-0005

2015, A higher-order model of consumer brand engagement and its impact on loyalty intentions, Journal of Retailing and Consumer Services, 24, 100

2007, The relative incidence of positive and negative word of mouth: a multi-category study, International Journal of Research in Marketing, 24, 175

2006, Are brands forever? How brand knowledge and relationships affect current and future purchases, Journal of Product & Brand Management, 15, 98, 10.1108/10610420610658938

2003, Il nuovo Consumatore: Verso il Postmoderno

2011, Brand engagement and brand experience. Similarities and differences, Micro & Macro Marketing, 20, 245

2014, The effect of product category on consumer brand relationships, Journal of Product & Brand Management, 23, 78, 10.1108/JPBM-05-2013-0310

1981, Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18, 39, 10.1177/002224378101800104

1998, Consumer and their brands: developing relationship theory in consumer research, Journal of Consumer Research, 24, 343

1997, Reviving brand loyalty: a reconceptualization within the framework of consumer-brand relationships, International Journal of Research in Marketing, 14, 451, 10.1016/S0167-8116(97)00021-9

2010, The concept of engagement, International Journal of Market Research, 52, 801, 10.2501/S147078531020166

2012, The grounded theory approach to consumer-brand engagement, International Journal of Market Research, 54, 659, 10.2501/IJMR-54-5-659-687

Heath, R. (2007), “How do we predict advertising attention and engagement?”, Working Paper Series No. 2007.09, University of Bath School of Management, University of Bath, 19 December, available at: http://opus.bath.ac.uk/286/1/2007-09.pdf (accessed 11 March 2010).

1982, The experiential aspects of consumption: consumer fantasies, feelings, and fun, Journal of Consumer Research, 9, 132, 10.1086/208906

2011, Exploring customer-brand engagement: definition and themes, Journal of Strategic Marketing, 19, 555, 10.1080/0965254X.2011.599493

2011, Demystifying customer engagement: exploring the loyalty nexus, Journal of Marketing Management, 27, 785, 10.1080/0267257X.2010.500132

2014, Consumer brand engagement in social media: conceptualization, scale development and validation, Journal of Interactive Marketing, 28, 149, 10.1016/j.intmar.2013.12.002

2009, Effects of reputation, relational satisfaction, and customer-company identification on positive word-of-mouth intentions, Journal of Public Relations Research, 21, 381, 10.1080/10627260902966433

2011, Investigating the key factors affecting behavioral intentions: evidence from a full-service restaurant setting, International Journal of Contemporary Hospitality Management, 23, 1000, 10.1108/09596111111167579

2015, Private labels ain’t bona fide! Perceived authenticity and willingness to pay a price premium for national brands over private labels, Journal of Marketing Management, 31, 1773, 10.1080/0267257X.2015.1031265

1993, Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57, 1, 10.1177/002224299305700101

2001, Building customer-based brand equity: a blue- print for creating strong brands, Marketing Management, 10, 15

2013, Strategic Brand Management. Building, Measurement and Managing Brand Equity, 2nd ed.

2016, Reflections on customer-based brand equity: perspectives, progress, and priorities, AMS Review, 1

2006, The importance of corporate brand personality traits to a successful 21st century business, Journal of Brand Management, 14, 74, 10.1057/palgrave.bm.2550055

2016, The role of customer brand engagement and brand experience in online banking, International Journal of Bank Marketing, 34, 1025, 10.1108/IJBM-07-2015-0110

1971, Structure and Functions of Fantasy

2016, Interactive brand experience pathways to customer-brand engagement and value co-creation, Journal of Product & Brand Management, 25, 402, 10.1108/JPBM-04-2016-1151

2010, Authenticity and the construct’s dimensions in public relations and communication research, Journal of Communication Management, 14, 223, 10.1108/13632541011064508

2015, Affecting factors of consumers’ intent to buy in the food industry by emphasizing brand experience (case study: Mashhad TABAROK company), Iranian Journal of Management Studies, 8, 243

2004, Developing and validating measures of facets of customer-based brand equity, Journal of Business Research, 57, 209, 10.1016/S0148-2963(01)00303-4

2009, Manuale di Psicologia Dei Consumi

2011, Customer experiences with brands: literature review and research directions, The Marketing Review, 11, 205, 10.1362/146934711X589435

2008, Customer relationship management: finding value drivers, Industrial Marketing Management, 37, 120, 10.1016/j.indmarman.2006.08.005

2013, Analyzing the relationship among critical brand equity drivers and consumer behavioural intentions, Finanza, Marketing e Produzione, 31, 9

2012, The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions, International Journal of Contemporary Hospitality Management, 24, 200, 10.1108/09596111211206141

2009, The concept of brand experience, Journal of Brand Management, 16, 417, 10.1057/bm.2009.5

1999, Experiential Marketing

2003, Customer Experience Management

2011, Understanding customer brand engagement behaviors in today’s interactive marketplace, Micro & Macro Marketing, 20, 227

2009, The importance of a general measure of brand engagement on market behavior: development and validation of a scale, Journal of Marketing Research, 46, 92, 10.1509/jmkr.46.1.92

2004, A global goodness-of-fit index for PLS structural equation modeling, 739

2005, PLS path modeling, Computational Statistics & Data Analysis, 48, 159, 10.1016/j.csda.2004.03.005

2005, The ties that bind: measuring the strength of consumers’ attachments to brands, Journal of Consumer Psychology, 15, 77, 10.1207/s15327663jcp1501_10

2010, Customer engagement behavior: theoretical foundations and research directions, Journal of Service Research, 13, 253, 10.1177/1094670510375599

2005, Marketing antecedents of industrial brand equity: an empirical investigation in specialty chemicals, Industrial Marketing Management, 34, 841, 10.1016/j.indmarman.2005.01.006

2012, The impact of process recovery communication on customer satisfaction, repurchase intentions, and word-of-mouth intentions, Journal of Service Research, 15, 262, 10.1177/1094670512442786

2010, Customer engagement as a new perspective in customer management, Journal of Service Research, 13, 247, 10.1177/1094670510375461

2009, Using PLS path modeling for assessing hierarchical construct models: guidelines and empirical illustration, MIS Quarterly, 33, 177, 10.2307/20650284

2010, Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers, Journal of Marketing, 74, 1, 10.1509/jmkg.74.6.1

2005, Satisfaction emotions and consumer behavioral intentions, Journal of Services Marketing, 19, 411, 10.1108/08876040510620184

2010, Using the brand experience scale to profile consumers and predict consumer behaviour, Journal of Brand Management, 17, 532, 10.1057/bm.2010.4

Zarantonello, L., Schmitt, B. and Brakus, J.J. (2007), “Development of the brand experience scale”, in Fitzsimons, G. and Morwitz, V. (Eds), Advances in Consumer Research, Vol.34, Association for Consumer Research, Duluth, MN, pp. 580-582.

2009, When the brand is bad, I’m mad! An exploration of negative emotions to brands, Advances in Consumer Research, 36, 494

Thông tin
Thông tin xuất bản

British Food Journal

Tập 119 Số 8

1884-1896

Thông tin tác giả