Virtual Issue
Understanding how consumers engage with brands is paramount to developing a strong, advocated relationship between a brand and its customers.
In this Virtual Issue, Emerald Group Publishing considers the different ways brand can be used to enhance the customer experience.
Infographic: The journey of consumer brand engagement
Developing research into practice is key in achieving positive, long term consumer brand engagement. View the interactive infographic and access the latest academic research in this key area of marketing.
Meet the leading contributors
The experts in the field tell us their thoughts on consumer brand engagement.
"In the last two decades research has attention to brand relationships. Recently attention has shifted to brand engagement in order to understand the nature of the nature of consumers interactive brand experiences more fully. The importance for understanding the nature of engagement is highlighted by the MSI 2014-16 priorities for research, where research about engagement is listed as a Tier 1 research priority. What is needed now is both conceptual and empirical research to meet this challenge by MSI."
– Roderick J. Brodie; member of JPBM Senior Advisory Board with articles published in Journal of Product & Brand Management, Journal of Business & Industrial Marketing, European Journal of Marketing, International Journal of Bank Marketing, and more.
Editor of the Journal of Product & Brand Management Dr Cleopatra Veloutsou describes the importance of consumer brand engagement:
"In an era that a number of consumers are expressing themselves through their brand choices in a number of product categories, engaging with chosen brands that are seen as special and important becomes part of the individual's self-expression. Consumers feel, think and act around brands in online and off line contexts, on an individual and a collective basis and in ways that we have not seen before."
"Brand engagement reflects an individual's willingness to exert specific cognitive, emotional and behavioural investments into their interactions with a focal brand. Based on the concept's expected positive association with key consumer behaviour variables such as loyalty, developing a clear understanding of brand engagement should be at the top of any manager's agenda."
– Linda Hollebeek, author in Journal of Product & Brand Management, International Journal of Wine Business Research, Managing Service Quality: An International Journal, and more.
How positive and negative brand engagement affects customer purchase intentions
The key articles which present the development of the research findings shown on the infographic are:
- The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers' Evaluation of Luxury Brand Image: The Case of Taiwan
- Superstitious beliefs in consumer evaluation of brand logos: Implications for corporate branding strategy
- Consumer engagement with self-expressive brands: brand love and WOM outcomes
- How to transform consumers into fans of your brand
The rise of supermarket own brands – the battle with branded food goes beyond price
With UK supermarket Sainsbury's recently launching its biggest own label campaign, it is no surprise that its own label sales are continuing to grow at twice the rate of branded goods. Own label food products are the rising stars of supermarket shopping. So what can brands do to fight back?
New research published in the latest issue of the Journal of Product and Brand Management reveals just what motivates a customer to change loyalties. And it's not just the price – social image, perceived quality, and perhaps surprisingly, country of origin all strongly influence consumer buying behaviour.
Johan Anselmsson of the School of Economics and Management, Lund University, Sweden and one of the authors of the study, comments: "The important role of social image is the most novel finding in the present study. It shows that the images that drive loyalty are not necessarily the same as those that drive price premium. We urge both researchers and managers to be more precise on what the objective of building a strong image should be, to obtain a price premium, loyalty or both."
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