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

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-01-24 DOI:10.1080/10696679.2021.2018936

Vahideh Arghashi, Cenk Arsun Yuksel

引用次数: 2

Abstract

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.

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顾客品牌参与行为：认知价值、内外动机和自我品牌连接的作用

摘要本研究基于TPB理论，探讨知觉享受、利益、投入和自我品牌连接对消费者对企业经营态度的影响。数据是通过土耳其的面对面调查工具收集的，调查对象是594名积极参与品牌参与活动的智能手机用户。采用结构方程模型和Hayes过程宏观分析对研究假设进行检验。研究结果显示，感知到的享受是提高消费者参与行为积极态度的最重要刺激因素。特别是，自我品牌连接在这一机制中起着至关重要的作用，并通过增强参与、感知享受和利益间接影响态度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.