Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent
ORCID Identifiers
Document Type
Article
Source of Publication
Journal of Business Research
Publication Date
7-1-2018
Abstract
© 2017 Elsevier Inc. Consumers rely on social media to make travel decisions, and actively engage in relationships with tourism brands on social media. Our research contribution is threefold. First, we validate the consumer brand engagement (CBE) scale proposed by Hollebeek, Glynn, and Brodie (2014). Second, we use social exchange theory to replicate their proposed model to relate CBE to consumer involvement, self-brand connection, and brand usage. Third, we contribute to tourism marketing theory and practice. The CBE scale exhibited exceptional fit in the tourism context. The models confirmed that all three dimensions of CBE had significant effects on self-brand connection and brand usage intent. Tourism organizations may utilize these findings to foster stronger connections with consumers and increase the likelihood of consumers using their sites by focusing on strategies to develop CBE.
DOI Link
ISSN
Publisher
Elsevier Inc.
Volume
88
First Page
388
Last Page
396
Disciplines
Business
Keywords
Brand usage intent, Consumer engagement, Consumer involvement, Self-brand connection, Social media, Structural modeling
Scopus ID
Recommended Citation
Harrigan, Paul; Evers, Uwana; Miles, Morgan P.; and Daly, Tim, "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent" (2018). All Works. 1150.
https://zuscholars.zu.ac.ae/works/1150
Indexed in Scopus
yes
Open Access
no