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 Related Links Link Description Connect to Elements publication management system Go to link with your DU access privileges   Connect to published version Go to link with your DU access privileges     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 Thu, 04 Jun 2015, 14:23:47 EST Thu, 04 Jun 2015, 14:24:48 EST Fri, 05 Jun 2015, 05:04:00 EST Sat, 06 Jun 2015, 06:08:59 EST Tue, 09 Jun 2015, 10:35:04 EST Tue, 09 Jun 2015, 10:35:43 EST Tue, 09 Jun 2015, 10:37:39 EST Filtered Full Citation counts:   Cited 6 times in TR Web of Science Cited 6 times in Scopus 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.