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Establishing measures and drivers of consumer brand engagement behaviours

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An Erratum to this article was published on 01 November 2016

Abstract

Discussion of consumer brand engagement within the broader brand management literature adopts largely a psychological view for conceiving the nature of the construct. As a result, little focus has been devoted to consumer brand engagement behaviours – an aspect that has high managerial relevance. Of particular relevance are the challenges of establishing appropriate measures and better understanding the drivers of brand engagement behaviours. With the aim of addressing these challenges, this paper presents a theoretically-grounded and empirically-validated measure of consumer engagement behaviours based on the Actual Brand Engagement framework proposed by brand experts. This paper first establishes the framework’s suitability given the literature on engagement behaviours. The framework is conceptualised through demonstrating the importance of consumer brand knowledge, category involvement and corporate-level associations in driving engagement behaviours, thereby accommodating the role of brand-, category- and corporate-level factors. Using data collected from Australian consumers, the framework is empirically established by demonstrating: (1) the validity of the Actual Brand Engagement framework for measuring engagement behaviours and (2) the predictive validity in explaining a consumer’s willingness to pay a price premium. Cumulatively, this study addresses both the academic and managerial need for guidance as to how to best measure and influence brand engagement behaviours.

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Authors and Affiliations

  1. School of Management and Marketing, Charles Sturt University, Albury-Wodonga, Australia

    Abhishek Dwivedi

  2. University of Adelaide Business School, Adelaide, Australia

    Dean Wilkie

  3. Faculty of Business and Law, Swinburne Business School, Department of Marketing, Tourism and Social Impact, Swinburne University, Hawthorn, Australia

    Lester Johnson

  4. University of Queensland Business School, University of Queensland, St Lucia, Australia

    Jay Weerawardena

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  1. Abhishek Dwivedi
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  2. Dean Wilkie
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  3. Lester Johnson
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  4. Jay Weerawardena
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Correspondence to Abhishek Dwivedi.

Additional information

An erratum to this article is available at http://dx.doi.org/10.1057/s41262-016-0020-6.

Appendix A: Actual Brand Engagement (Keller, 2013)

Appendix A: Actual Brand Engagement (Keller, 2013)

Collecting brand information

  1. 1.

    I like learning about my brand of tablet.

  2. 2.

    If this brand has any new products or services, I tend to notice it.

  3. 3.

    If I see a newspaper or magazine article about my brand of tablet I tend to read it.

  4. 4.

    If I see a news story online about my brand, I tend to open and read it.

  5. 5.

    I like to visit my brand’s website.

  6. 6.

    I like to read online blogs about my brand of tablet.

Participating in brand marketing activities

  1. 1.

    If I notice an ad for my brand of tablet, I tend to pay attention to it.

  2. 2.

    If I notice a sales promotion from my brand, I tend to pay attention to it.

  3. 3.

    If I get something in the mail from my brand, I tend to open it.

  4. 4.

    If my brand sponsors a sports, entertainment or arts event, I tend to notice it.

  5. 5.

    If I see a billboard or any outdoor type of ad for my brand, I tend to notice it.

  6. 6.

    If my brand of tablet has a display or demonstration in the store, I tend to notice it.

  7. 7.

    If my brand of tablet shows up in a movie or a television show, I tend to notice it.

  8. 8.

    If I get to sample one of my brand’s new products, I tend to try it.

  9. 9.

    I like to buy licensed products from my brand.

Interacting with other people

  1. 1.

    I like to talk to other people about my brand of tablet.

  2. 2.

    I like to talk to people at work about my brand of tablet.

  3. 3.

    I like to talk to my friends and family about my brand of tablet.

  4. 4.

    I like to seek out others who use my brand of tablet.

  5. 5.

    I have joined or would like to join an online community with other users of my brand of tablet.

  6. 6.

    I have joined or would like to join an online community with others who like my brand.

  7. 7.

    I have joined or would like to join an online community with people from the company who makes my brand.

  8. 8.

    I am active in a loyalty program for my brand of tablet.

  9. 9.

    I tend to notice when others are using my brand.

Source: Keller (2013, p. 349).

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Dwivedi, A., Wilkie, D., Johnson, L. et al. Establishing measures and drivers of consumer brand engagement behaviours. J Brand Manag 23, 41–69 (2016). https://doi.org/10.1057/s41262-016-0001-9

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