Investigating Antecedents Of Customer Brand Engagement Behaviour And Its Impact On Brand Equity And Brand Evangelism

Abstract

Now-a- days, customers interact with thousands of goods/services and brands in their lives and however developed an intense connection. This deep level of customer s connection with a particular brand or service organization results in engagement (Vivek et al., 2010). The term engagement in marketing refers to the level of interaction and involvement that individuals have with a particular marketing initiative or content. This can include actions such as clicking ads, liking, sharing or commenting on social media posts, watching videos, visiting a website, or signing up for newsletters. Essentially, it measures how much people are actively participating with and responding to the marketing efforts, indicating their interest and connection with the brand or message. The present study examines the antecedents namely brand satisfaction, brand trust and brand commitment of customer brand engagement (CBE) and its impact on the consequences i.e. brand equity and brand evangelism in the retail context. CBE is defined as the level of customer s motivational, brand related and context dependent state of mind characterized by specific levels of cognitive, emotional and behavioral activity in brand interaction Hollebeek (2011a).