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The role of consumer-brand engagement towards driving brand loyalty

The role of consumer-brand engagement towards driving brand loyalty The present research attempts to empirically examine the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context.Design/methodology/approachPrimary data through survey questionnaires were used to gather empirical data from 443 automobile consumers, out of which 417 samples were included in the final analysis. Structural equation modelling technique was used for assessing the hypothesized direct and indirect relationships among the constructs.FindingsThe empirical findings exhibit consumer involvement and brand interactivity contributes positively and significantly towards consumer-brand engagement, while self-brand image congruity does not significantly influence consumer-brand engagement. Further, mediation analysis results show that relationship quality partially mediates the linkage between consumer-brand engagement and brand loyalty.Research limitations/implicationsThe outcomes of this research may provide novel insights and contribute to the limited body of knowledge regarding consumer-brand engagement. In addition, the findings may assist the automobile brand managers and market strategists to design strategies aimed at developing long-term consumer relationships.Originality/valueThis empirical research assesses the mediating effect of relationship quality in the linkage between consumer-brand engagement and brand loyalty for automobile brands, and to the best of our knowledge, has not been attempted by prior researchers in this domain. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Modelling in Management Emerald Publishing

The role of consumer-brand engagement towards driving brand loyalty

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References (91)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1746-5664
DOI
10.1108/jm2-03-2019-0067
Publisher site
See Article on Publisher Site

Abstract

The present research attempts to empirically examine the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context.Design/methodology/approachPrimary data through survey questionnaires were used to gather empirical data from 443 automobile consumers, out of which 417 samples were included in the final analysis. Structural equation modelling technique was used for assessing the hypothesized direct and indirect relationships among the constructs.FindingsThe empirical findings exhibit consumer involvement and brand interactivity contributes positively and significantly towards consumer-brand engagement, while self-brand image congruity does not significantly influence consumer-brand engagement. Further, mediation analysis results show that relationship quality partially mediates the linkage between consumer-brand engagement and brand loyalty.Research limitations/implicationsThe outcomes of this research may provide novel insights and contribute to the limited body of knowledge regarding consumer-brand engagement. In addition, the findings may assist the automobile brand managers and market strategists to design strategies aimed at developing long-term consumer relationships.Originality/valueThis empirical research assesses the mediating effect of relationship quality in the linkage between consumer-brand engagement and brand loyalty for automobile brands, and to the best of our knowledge, has not been attempted by prior researchers in this domain.

Journal

Journal of Modelling in Management – Emerald Publishing

Published: Oct 4, 2019

Keywords: Consumer-brand engagement; Brand interactivity; Relationship quality; Consumer involvement; Brand loyalty

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