Antecedents of Factors Affecting Consumer Brand Engagement in Young Pakistani Adults

Authors

  • Haris Khan Iqra University, Main Campus, Karachi, Pakistan. Author
  • Muhammad Waqas Rana Iqra University, Main Campus, Karachi, Pakistan. Author
  • Sadaf Rasheed NED University of Engineering and Technology, Karachi, Pakistan. Author

DOI:

https://doi.org/10.52633/jms.v5i1.285

Keywords:

Adults Consumer Behavior, Consumer Brand Engagement, Behavioral Dimensions

Abstract

This study analyzed consumer brand engagement among young adults in Karachi, focusing on affective, cognitive, and behavioral dimensions. The results showed that affective engagement had a high level of engagement, while cognitive engagement had a low level of engagement, indicating that young adults perceive different brands differently. The consumer's brand engagement is a crucial factor for the long-term profitability and growth of any brand. This quantitative study collected secondary data through a survey method, and the analysis was conducted using SPSS software. The research was carried out in Karachi, which is the most diverse area in Pakistan, and a sample size of 200 respondents was collected. The study found that affective and behavioral components have a significant impact on consumer brand engagement, while cognitive engagement has an insignificant effect. This highlights the importance of creating emotional connections and stimulating consumer behavior when building and promoting a brand. The findings of this study could be valuable for marketers and brand managers in understanding the factors that contribute to consumer brand engagement, allowing them to develop effective brand engagement strategies that resonate with their target audience. In conclusion, the study emphasizes the importance of understanding consumer brand engagement and the need for a holistic approach that considers affective, cognitive, and behavioral dimensions.

Author Biographies

  • Haris Khan, Iqra University, Main Campus, Karachi, Pakistan.

    Iqra University, Main Campus, Karachi, Pakistan.

  • Muhammad Waqas Rana, Iqra University, Main Campus, Karachi, Pakistan.

    Assistant Professor, Iqra University, Main Campus, Karachi, Pakistan.

  • Sadaf Rasheed, NED University of Engineering and Technology, Karachi, Pakistan.

    NED University of Engineering and Technology, Karachi, Pakistan.

References

Adjei. (2010). The influence of c2c communications in online brand communities on customer purchase behavio. Journal of the Academy of Marketing Science, 634-653.

Ahearne, M. B. (2005). Antecedents and consequences of customer. Journal of Applied, 574-585.

Ahuvia, C. a. (2006). Consumer culture theory and lifestyle segmentation. Innovative Marketing, 61-73.

Akaka. (2015). Extending the context of service: From encounters to ecosystems. Journal of Services Marketing, 453-462.

Alba. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 411-454.

Albert. (2008). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 33-42.

Albert, S. &. (1985). Organizational identity. Research in Organizational Behaviour, 263-295.

Algesheimer. (2005). The social influence of brand community: Evidence from european car clubs. Journal of Marketing, 19 - 34.

Algesheimer. (2010). The impact of customer community participation on customer behaviors: An empirical investigation. Marketing Science, 756-769.

Avey. (2009). Psychological ownership: Theoretical extensions, measurement and relation to work outcomes. Journal of Organizational Behavior, 173-191.

Avnet. (2006). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 1-10.

Baker, S. (2003). The market researcher's manifesto. International Journal of Market Research, 415-433.

Baldus. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 978-985.

Barki. (1994). Measuring user participation, user involvement, and user attitude. MIS Quarterly, 59-82.

Batra. (2012). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 33-42.

Beggan. (1994). Association as a psychological justification for ownership. Journal of Psychology, 365-380.

Bijmolt, T. (2010). Analytics for customer engagement. Journal of Service Research, 341-356.

Birgit. (2015). The effects of regulatory fit on customer brand engagement: an experimental study of service brand activities in social media. Journal of Marketing Management, 445-468.

Block, S. &. (2011). Understanding customer brand engagement behaviors in today's interactive marketplace. Micro and Macro Marketing, 227-244.

Bowden, J. L. (2009). The process of customer engagement: a conceptual framework. Journal of Marketing Theory and Practice, 63-74.

Bowlby. (1969). An Empirical Examination of Brand Loyalty via Customer Delight in Pakistan. Journal of Management and Research, 256-299.

Brodie. (2011). Customer engagement in CSR: a utility theory model with moderating variables. Journal of Service Theory and Practice, 833-853.

Brodie. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 252-271.

Brodie. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 60-89.

Brodie. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 105-114.

Camilleri, M. A. (2021). The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram. Strategic Corporate Communication in the Digital Age, 200-223.

Cheung. (2019). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 140 - 158.

Coates, I. a. (2013). The meanings of co-creation. European Business Review, 547-559.

Cobb-Walgren. (1995). Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study. Journal of Services Marketing, 609-620.

Do, D. K. (2021). Negative customer engagement in emerging markets: cognitive dimension. Journal of Strategic Marketing, 50-62.

EW, S. (2009). Clinical prediction models: a practical approach to development, validation,. Springer, 100-122.

France. (2015). Consumer engagement in online brand communities: A solicitation of congruity theory. Internet Research, 139-155.

George, J. M. (1990). Understanding prosocial behavior, sales performance, and turnover: A group level analysis in a service context. Journal of Applied Psychology, 698 - 709.

George, J. M. (1992). Feeling good– doing good: A conceptual analysis of the mood at work-organizational spontaneity relationship. Psychological Bulletin, 310-329.

Graffigna, G. a. (2010). The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate. International Journal of Marketing Research, 50-77.

Hollebeek. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 555-573.

Hollebeek. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 149-165.

Hollebeek. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 149-165.

Hollebeek. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 149-165.

Hollebeek. (2014). Customer engagement in CSR: a utility theory model with moderating variables. Journal of Service Theory and Practice, 833-853.

Huang, C.-C. (2022). Establishing and Deepening Brand Loyalty through Brand Experience and Customer Engagement: Evidence from Taiwan’s Chain Restaurants. Journal of Quality Assurance in Hospitality & Tourism, 86-92.

Jianqu, Z. (2021). How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements. Journal of Business Strategy, Finance and Management, 230-248.

Kandampully. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 379-414.

Li, S. (2021). Linking servicescape and customer engagement: An investigation in the hotel context. International Journal of Hospitality Management, 100-120.

Morrison. (1979). Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study. Journal of Services Marketing, 609-620.

MSI. (2018). Customer engagement: A systematic review and future research priorities. Australasian Marketing Journal, 235-252.

Nery, M. M. (2021). Trajectory and Research Opportunities on Consumer Brand Engagement in Social Networking Sites. Journal of Internet Commerce, 70-88.

O’Brien. (2015). Customer engagement in CSR: a utility theory model with moderating variables. Journal of Service Theory and Practice, 833-853.

O’Brien. (2015). Integrating social issues and customer engagement to drive loyalty in a service organization. Journal of Services Marketing, 547-559.

Pedersen, N. a. (2014). Influences of co-creation on brand experience: The role of brand engagement. International Journal of Market Research, 547-559.

Rashid, S., & Rashid, S. (2019). Mass media-an originator of pester power and materialism. NICE Research Journal, 85-98.

Rossella. (2015). Grounding Consumer-brand Engagement: A field-driven conceptualisation. Sage Journal, 415-433.

Sabrirazm, A. (2021). Gamification and customer experience: the mediating role of brand engagement in online grocery retailing. Nankai Business Review International, 110-128.

Sprott, B. a. (2009). Demystifying customer brand engagement: Exploring the loyalty nexus. Marketing Management, 785-807.

Steyerberg EW, M. K. (2013). Prognosis Research Strategy (PROGRESS) 3: prognostic model research. PROGRESS Group, 122-150.

Vivek. (2011). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 105-114.

Downloads

Published

30-01-2023

How to Cite

Antecedents of Factors Affecting Consumer Brand Engagement in Young Pakistani Adults. (2023). Journal of Marketing Strategies, 5(1), 46-66. https://doi.org/10.52633/jms.v5i1.285

Similar Articles

1-10 of 38

You may also start an advanced similarity search for this article.