Customer brand engagement behaviors: the role of cognitive values, intrinsic and extrinsic motivations and self-brand connection


Arghashi V., Yuksel C. A.

JOURNAL OF MARKETING THEORY AND PRACTICE, 2022 (Journal Indexed in ESCI) identifier identifier

  • Publication Type: Article / Article
  • Publication Date: 2022
  • Doi Number: 10.1080/10696679.2021.2018936
  • Journal Name: JOURNAL OF MARKETING THEORY AND PRACTICE
  • Journal Indexes: Emerging Sources Citation Index, Scopus, ABI/INFORM, Business Source Elite, Business Source Premier

Abstract

The purpose of this study is to investigate the effect of perceived enjoyment, benefits, involvement, and self-brand connection on consumers' attitudes toward CBEBs based on TPB theory. Data were collected by a face-to-face survey instrument in Turkey from 594 smartphone owners who actively participated in brand engagement activities. Structural equation modeling and Hayes Process macro analyses were used to examine the research hypothesis. Findings showed perceived enjoyment is the most important stimuli to increase positive attitudes toward consumer engagement behaviors. In particular, self-brand connection plays a vital role in this mechanism and indirectly influences attitudes via enhancing involvement, perceived enjoyment, and benefit.