engleski

Towards consumer behaviour outcomes and brand identification through consumer brand engagement (CBE)

The concept of consumer brand engagement (CBE) is a domain that recently started gaining importance. The main purpose of this paper was to determine the significance of CBE, and its dimensions/interactions for the behavioural outcomes, such as the spent and planned amounts for the selected brand, and self-brand identification. The research was conducted via an online questionnaire on a convenient sample of 204 respondents. The results showed differences in the CBE and its dimensions concerning the selected brands and product categories. In addition, the results provided insights into a higher significance of an overall (net) CBE relative to its dimensions individually. Specifically, total CBE is positively associated with the amount spent and planned and with brand identification. On the other hand, the cognitive and affective CBE dimensions do not significantly impact the amount spent and planned but are positively related to brand identification. The behavioural CBE dimension is positively related to the amounts spent, planned, and brand identification. The obtained results have valuable theoretical and practical implications for companies and marketers.

Consumer brand engagement (CBE), Cognitive dimension, Affective dimension, Behavioral dimension, Self-brand identification

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