You are not logged in.
Openly accessible

An empirical study of the antecedents and consequences of brand engagement

Wong,HY and Merrilees,B 2015, An empirical study of the antecedents and consequences of brand engagement, Marketing Intelligence and Planning, vol. 33, no. 4, pp. 575-591, doi: 10.1108/MIP-08-2014-0145.

Attached Files
Name Description MIMEType Size Downloads
wong-anempiricalstudy-post-2015.pdf Published version application/pdf 481.39KB 414

Title An empirical study of the antecedents and consequences of brand engagement
Author(s) Wong,HY
Merrilees,B
Journal name Marketing Intelligence and Planning
Volume number 33
Issue number 4
Start page 575
End page 591
Publisher Emerald Group Publishing Ltd.
Publication date 2015-06
ISSN 0263-4503
Keyword(s) Brand engagement
Brand orientation
Brand performance
Branding
Financial performance
Summary Purpose – The purpose of this paper is to develop and empirically test a model of brand engagement. More specifically, the aim is to evaluate both antecedents and consequences of brand engagement, from a management perspective. Design/methodology/approach – A quantitative survey of 403 firms is undertaken to test the model. Structural equation modelling (SEM) is used to estimate the parameters of the model. Findings – A reliable and valid measure of brand engagement is established. The SEM model works well, in terms of goodness of fit indices. The results demonstrate that there are major brand performance benefits (consequences) of brand engagement. Additionally, and important for the practical implications, the results show that brand orientation is a major antecedent to brand engagement. Research limitations/implications – The study needs to be replicated in other countries, with scope to add other explanatory variables for influencing brand engagement. The results have considerable practical benefits for guiding the introduction of measures to enhance brand engagement. Originality/value – The study builds on earlier (mainly consumer) conceptual approaches to brand engagement, but goes further in that it provides empirical evidence about the nature, antecedents and consequences of brand engagement and further, offers a management rather than consumer perspective. Essentially, the study reveals a new perspective of factors that encourage firms to connect/engage their brands with consumers. Brand engagement is a dual concept, reflecting both a consumer and a firm perspective.
Language eng
DOI 10.1108/MIP-08-2014-0145
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2015, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30073691

Document type: Journal Article
Collections: Deakin Graduate School of Business
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 6 times in TR Web of Science
Scopus Citation Count Cited 6 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 195 Abstract Views, 415 File Downloads  -  Detailed Statistics
Created: Thu, 04 Jun 2015, 14:24:48 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.