Demystifying customer brand engagement: Exploring the loyalty nexus

Journal of Marketing Management

Volumn 27, Issue 7-8, 2011, Pages 785-807

  Hollebeek, Linda D ^a  

^a UNIVERSITY OF AUCKLAND BUSINESS SCHOOL   (New Zealand)

Author keywords

(Curvi)linear relationship; Brands; Conceptual model; Customer engagement; Loyalty; Segmentation

Indexed keywords

EID: 79960871038     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/0267257X.2010.500132     Document Type: Review

References (104)

1. Achterberg,W., Pot, A.M., Kerkstra, A., Ooms, M., Muller, M.,&Ribbe, M. (2003). The effect of depression on social engagement in newly admitted Dutch nursing home residents. The Gerontologist, 43(2), 213-218.
2. Algesheimer, R., Dholakia, U.M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
3. Anderson, P. (2008, April 30). What Is Web 2.0? A talk given to London Metropolitan Network. JISC Technology & Standards Watch. Retrieved October 11, 2009, from http://www.lmn.net.uk/events/30apr2008/PA.pdf
4. Appelbaum, A. (2001). The constant consumer. The Gallup Group. Retrieved March 24, 2009, from http://gmj.gallup.com/content/745/Constant-Customer.aspx
5. Ashforth, B.E., & Humphrey, R.H. (1993). Emotional labor in service roles: The influence of identity. Academy of Management Review, 18(1), 88-115.
6. Bakker, A.B., Hakanen, J.J., Demerouti, E., & Xanthopoulou, D. (2007). Job resources boost work engagement, particularly when job demands are high. Journal of Educational Psychology, 99(2), 274-284.
7. Bakker, A.B., Schaufeli, W.B. (2008). Positive organizational behavior: Engaged employees in flourishing organizations. Journal of Organizational Behavior, 29(2), 147-154.
8. Bakker, A.B., Schaufeli, W.B., Leiter, M.P., & Taris, T.W. (2008). Work engagement: An emerging concept in occupational health psychology. Work and Stress, 22(3), 187-200.
9. Bakker, A.B., Van Emmerik, H., & Euwema, M.C. (2006). Crossover of burnout and engagement in work teams. Work and Occupations, 33(4), 464-489.
10. Balsano, A.B. (2005). Youth civic engagement in the United States: Understanding and addressing the impact of social impediments on positive youth and community development. Applied Developmental Science, 9(4), 188-201.
11. Bandura, A., & Cervone, D. (1986). Differential engagement in self-reactive influences in cognitive motivation. Organizational Behavior and Human Decision Processes, 38(1), 92-113.
12. Barnatt, C. (2001). The second digital revolution. Journal of General Management, 27(2), 1-16.
13. Bejerholm, U.,& Eklund, M. (2007). Occupational engagement in persons with schizophrenia: Relationships to self-related variables, psychopathology, and quality of life. The American Journal of Occupational Therapy, 61(1), 21-32.
14. Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 38(4), 23-32.
15. Bogatin, D. (2006, November 6). CanWeb 2.0 engagement be measured? Retrieved October 11, 2009, from http://blogs.zdnet.com/micro-markets/?p=632
16. Bolton, R.N., & Saxena-Iyer, S. (2009). Interactive services: A framework, synthesis and research directions. Journal of Interactive Marketing, 23(1), 91-104.
17. Bowden, J.L.H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.
18. Brakus, J.J., Schmitt, B.H., & Zarantello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
19. Brooks, M. (1989). Instant rapport. New York: Warner Books.
20. Bryant, J., Brown, D., Silberberg, A.R.,&Elliott, S.M. (1981). Effects of humorous illustrations in college textbooks. Human Communication Research, 8(1), 43-57.
21. Bryson, C., & Hand, L. (2007). The role of engagement in inspiring teaching and learning. Innovations in Education and Teaching International, 44(4), 349-362.
22. Buckingham, I. (2008). Brand engagement: How employees make or break brands. Basingstoke, England: Palgrave/Macmillan.
23. Burns, J.J., & Anderson, D.R. (1993). Attentional inertia and recognition memory in adult television viewing. Communication Research, 20(6), 777-799.
24. Catteeuw, F., Flynn, E.,&Vonderhorst, J. (2007). Employee engagement: Boosting productivity in turbulent times. Organization Development Journal, 25(2), 151-157.
25. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: Harper & Row.
26. Dall'Olmio Riley, F., & deChernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137-150.
27. Day, G.S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.
28. Delgado-Ballester, E., Munuera-Alemán, J.L., & Yagüe-Guillén, M.J. (2003). Development and validation of a trust scale. International Journal of Market Research, 45(1), 35-58.
29. Dorsch, M.J., Swanson, S.R., & Kelley, S.W. (1998). The role of relationship quality in the stratification of vendors as perceived by customers. Journal of the Academy of Marketing Science, 26(2), 128-142.
30. Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37, 191-203.
31. Foley, M. (2006, September). Measuring the turn-on. Paper presented at AAAA/ARF Consumer Engagement Conference [online], New York. Retrieved March 2, 2009, from http://consumerengagement.blogspot.com/2006/09/measuring-turn-on.html
32. Frank, F.D., Finnegan, R.P., & Taylor, C.R. (2004). The race for talent: Retaining and engaging workers in the 21st century. Human Resource Planning, 27(3), 12-25.
33. Fredricks, J.A., Blumenfeld, P.C., & Paris, A.H. (2004). School engagement: Potential of the concept, state of the evidence. Review of Educational Research, 74(1), 59-109.
34. Ganesan, S., & Hess, R. (1997). Dimensions and levels of trust: Implications for commitment to a relationship. Marketing Letters, 8(4), 439-448.
35. Greenberg, T. (2008, November). Gather the tools for customer engagement. CRM Magazine, p. 48.
36. Greenwood, M. (2007). Stakeholder engagement: Beyond the myth of corporate responsibility. Journal of Business Ethics, 74(4), 315-327.
37. Grönroos, C. (2007). In search of a new logic for marketing: Foundations of contemporary theory. Hoboken, NJ: John Wiley.
38. Guest, L.P. (1944). A study of brand loyalty. Journal of Applied Psychology, 28(1), 16-27.
39. Gustaffson, A., Johnson, M.D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(4), 210-218.
40. Guthrie, J.T., & Cox, K.E. (2001). Classroom conditions for motivation and engagement in reading. Educational Psychology Review, 13(3), 283-302.
41. Handelsman, M.M., Briggs, W.L., Sullivan, N., & Towler, A. (2005). A measure of college student course engagement. Journal of Educational Research, 98(3), 184-191.
42. Harter, J.K., Schmidt, F.L., & Hayes, T.L. (2002). Business-unit-level relationship between employee satisfaction, employee engagement, and business outcomes: A meta-analysis. Journal of Applied Psychology, 87(2), 268-279.
43. Heath, R. (2007, December). How do we predict advertising attention and engagement? University of Bath School of Management Working Paper Series (No. 2007.09). University of Bath Opus Online Publications Store [online]. Retrieved April 6, 2009, from http://www.bath.ac.uk/management/research/papers.htm
44. Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology and Marketing, 14(8), 737-764.
45. Hewett, K., Money, R.B.,&Sharma, S. (2002). An exploration of the moderating role of buyer corporate culture in industrial buyer-seller relationships. Journal of the Academy of Marketing Science, 30(3), 229-239.
46. Hoch, S.J., & Ha, Y.W. (1986). Consumer learning: Advertising and the ambiguity of product experience. Journal of Consumer Research, 13(2), 221-233.
47. Hollebeek, L.D., Jaeger, S.R., Brodie, R.J., & Balemi, A. (2007). The influence of involvement on purchase intention for New World wine. Food Quality and Preference, 18(8), 1033-1049.
48. Ilić, A. (2008). Towards a conceptualisation of consumer engagement in online communities: A netnographic study of vibration training online community. Unpublished master's thesis, University of Auckland (Department of Marketing), Auckland, New Zealand.
49. Janis, I. (1967). Effects of fear arousal on attitude change: Recent developments in theory and experimental research. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 3, pp. 166-224). New York: Academic Press.
50. Jennings, K.M., & Stoker, L. (2004). Social trust and civic engagement across time and generations. Acta Politica, 39(4), 342-379.
51. Jennings, K.M., & Zeitner, V. (2003). Internet use and civic engagement: A longitudinal analysis. Public Opinion Quarterly, 67(3), 311-334.
52. Johnson, M.D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12(2), 267-286.
53. Kahn, W.A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692-724.
54. Katch, M. (1988). Acting out adolescents: The engagement process. Child and Adolescent Social Work Journal, 5(1), 30-40.
55. Kenny, M.E., Blustein, D.L., Haase, R.F., Jackson, J., & Perry, J.C. (2006). Setting the stage: Career development and the student engagement process. Journal of Counseling Psychology, 53(2), 272-279.
56. Klem, A.M., & Connell, J.P. (2004). Relationships matter: Linking teacher support to student engagement and achievement. The Journal of School Health, 74(7), 262-273.
57. Little, B., & Little, P. (2006). Employee engagement: Conceptual issues. Journal of Organizational Culture, Communications and Conflict, 10(1), 111-120.
58. London, B., Downey, G., & Mace, S. (2007). Psychological theories of educational engagement: A multi-method approach to studying individual engagement and institutional change. Vanderbilt Law Review, 60(2), 455-481.
59. Luthans, F., & Peterson, S.J. (2002). Employee engagement and manager self-efficacy: Implications for managerial effectiveness and development. The Journal of Management Development, 21(5/6), 376-387.
60. Lutz, S.L., Guthrie, J.T., & Davis, M.H. (2006). Scaffolding for engagement in elementary school reading instruction. Journal of Educational Research, 100(1), 3-20.
61. Macey, W.H., & Schneider, B. (2008). The meaning of employee engagement. Industrial and Organizational Psychology, 1(1), 3-30.
62. Marks, H.M. (2000). Student engagement in instructional activity: Patterns in the elementary, middle, and high school years. American Educational Research Journal, 37(1), 153-184.
63. Marks, H.M., & Printy, S.M. (2003). Principal leadership and school performance: An integration of transformational and instructional leadership. Educational Administration Quarterly, 39(3), 370-397.
64. May, D.R., Gilson, R.L., & Harter, L.M. (2004). The psychological conditions of meaningfulness, safety and availability and the engagement of the human spirit at work. Journal of Occupational and Organizational Psychology, 77(1), 11-37.
65. Merz, M.A, He, Y., & Vargo, S.L. (2009). The evolving brand logic: A Service-Dominant Logic perspective. Journal of the Academy of Marketing Science, 37(3), 328-344.
66. Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126.
67. Mittal, B. (1995). A comparative analysis of four scales of consumer involvement. Psychology and Marketing, 12(7), 663-682.
68. Moorman, C., Deshpand́e, R., & Zaltman, G. (1993). Factors affecting trust in market relationships. Journal of Marketing, 57(1), 81-101.
69. Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
70. Norris, C., Pignal, J., & Lipps, G. (2003). Measuring school engagement. Education Quarterly Review, 9(2), 25-34.
71. Oliver, R. (1999). Whence customer loyalty? Journal of Marketing, 63(4), 33-44.
72. Owen, D.L., Swift, T., & Hunt, K. (2001). Questioning the role of stakeholder engagement in social and ethical accounting, auditing and reporting. Accounting Forum, 25(3), 264-282.
73. Owyang, J. (2007).Webinar notes:Web 2.0 How to measure social engagement: Blogs podcasts and RIAs. Web Strategy. Retrieved October 11, 2009, from http://www.web-strategist.com/blog/2007/01/19/web-20-how-to-measure-social-engagement-blogs-podcasts-and-rias/
74. Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
75. Patterson, P., Yu, T., & De Ruyter, K. (2006, December). Understanding customer engagement in services. Paper presented at ANZMAC 2006 Conference: Advancing Theory, Maintaining Relevance [online], Brisbane, Australia. Retrieved May 7, 2009, from http://conferences.anzmac.org/ANZMAC2006/documents/Pattinson_Paul.pdf
76. Pomerantz, N.K. (2006). Student engagement: A new paradigm for student affairs. College Student Affairs Journal, 25(2), 176-185.
77. Prahalad, C.K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
78. Reichheld, F.F., & Sasser,W.E., Jr. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111.
79. Resnick, E. (2001). Defining engagement. Journal of International Affairs, 54(2), 551-566.
80. Robinson, D., Perryman, S.P., & Hayday, S. (2004). The drivers of employee engagement. (IES Report 408). Institute for Employment Studies, Brighton. Retrieved May 3, 2009, from http://www.employment-studies.co.uk/summary/summary.php?id=408
81. Rotter, J.B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35(4), 651-665.
82. Rust, R.T., Lemon, K.N., & Zeithaml, V.A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.
83. Saczynski, J.S., Pfeifer, L.A., Masaki, K., Korf, E.S.C., Laurin, D., White, L., & Launer, L.J. (2006). The effect of social engagement on incident dementia. American Journal of Epidemiology, 163(5), 433-440.
84. Saks, A.M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600-619.
85. Salanova, M., Agut, S., & Peiró, J.M. (2005). Linking organizational resources and work engagement to employee performance and customer loyalty: The mediation of service climate. Journal of Applied Psychology, 90(6), 1217-1227.
86. Schaufeli, W.B., Martínez, I.M., Pinto, A.M., Salanova, M., & Bakker, A.B. (2002). Burnout and engagement in university students: A cross-national study. Journal of Cross-Cultural Psychology, 33(5), 464-481.
87. Schaufeli, W.B., Salanova, M., González-Romá, V., & Bakker, A.B. (2002). The measurement of engagement and burnout: A two sample confirmatory factor analytic approach. Journal of Happiness Studies, 3(1), 71-92.
88. Schouten, J.W., McAlexander, J.H., & Koenig, H.F. (2007). Transcendent customer experience and brand community. Journal of the Academy of Marketing Science, 35(3), 357-368.
89. Skinner, E.A., & Belmont, M.J. (1993). Motivation in the classroom: Reciprocal effects of teacher behavior and student engagement across the school year. Journal of Educational Psychology, 85(4), 571-581.
90. Smith, J.L., Sansone, C., & White, P.H. (2007). The stereotyped task engagement process: The role of interest and achievement motivation. Journal of Educational Psychology, 99(1), 99-114.
91. Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92-104.
92. Srivastava, R.K., Alpert, M.I., & Shocker, A.D. (1984). A customer-oriented approach for determining market success. Journal of Marketing, 48(2), 32-45.
93. Sureshchandar, G.S., Rajendran, C., & Anantharaman, R.N. (2002). The relationship between service quality and customer satisfaction: A factor-specific approach. Journal of Services Marketing, 16(4), 363-379.
94. Tanner, J.F., Hunt, J.B., & Eppright, D.R. (1991). The protection motivation model: A normative model of fear appeals. Journal of Marketing, 55(3), 36-45.
95. Tay, R., & Watson, B. (2002). Changing drivers' intentions and behaviours using fear-based driver fatigue advertisements. Health Marketing Quarterly, 19(4), 55-68.
96. Taylor, S.A., & Baker, T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178.
97. Ulaga, W., & Eggert, A. (2006). Relationsip value and relationship quality: Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4), 311-327.
98. Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L.A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.
99. Vibert, A.B., & Shields, C. (2003). Approaches to student engagement: Does ideology matter? McGill Journal of Education, 38(2), 221-240.
100. Wedel, M., & Kistemaker, C. (1989). Consumer benefit segmentation using clusterwise linear regression. International Journal of Research in Marketing, 6(1), 45-59.
101. Wellins, R., & Concelman, J. (2005, April). Creating a culture for engagement. Workforce Performance Solutions (WPS) Magazine. Retrieved May 3, 2009, from http://www.ddiworld.com/pdf/wps_engagement_ar.pdf
102. Wright, R.A. (2008). Drained: Studies of fatigue influence on engagement and associated cardiovascular responses. In L. Sher (Ed.), Psychological factors and cardiovascular disorders (chap. 10). New York: Nova Science. Retrieved October 5, 2009, from http://www.psy.uab.edu/Wright/Wright-DRAINED.pdf
103. Zaichkowsky, J.L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
104. Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-21.