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The practitioner literature is replete with examples of firm efforts to engage consumers. However, the existing relationship marketing constructs focus primarily on customer retention. This research examines those offerings or activities of firms that aim to engage prospects, potentials, customers and their extended relationships, together addressed as consumers in this research. Contributing to the recent efforts to expand the domain of relationship marketing, this research develops the construct of Consumer Engagement, which is the intensity of the consumer’s participation and connection with the organization’s offerings and/ or its organized activities. Using several qualitative methods, this research develops the construct of Consumer Engagement, differentiating it from existing constructs, such as involvement and customer communities. The qualitative studies in this research show that consumers may be engaged with offerings (e.g. iPod), activities (e.g. Beauty workshops), institutions (Ikea), or brands (e.g. Apple). These offerings/ activities might come from profit-making or non-profit organizations. Engagement might be in the presence or absence of other consumers, and might happen online or offline. Consumers may also be engaged through activities organized by the businesses or by consumers themselves. Using established quantitative scale development procedures, the consumer engagement scale is developed, refined and validated. Consumer Engagement is a three-dimensional, second-order construct, composed of enthusiasm, conscious participation and social interaction. These dimensions are verified using exploratory and confirmatory factor analysis and validated on three different data sets, representing product usage, retail service and activity. The exploration of consumer engagement helps us understand the participation and connection of consumers, independent of their commercial transactions with the company. This research shows that even routine products and brands can engage a consumer, which, in turn, positively influences their connection with the firm, and feelings of goodwill towards and intent to do business with the firm.
Understanding what drives consumers to invest time, money, and effort in a brand is key in developing successful marketing strategies. Defined as the tendency to incorporate brands into the consumer's self-concept, brand engagement is one construct used to understand such drive. This paper explores the concept of brand engagement through the lens of Maslow's hierarchy of needs and McClelland's theory of needs. The analysis is organized in four sections. First, it provides a summary of the two fundamental theories, their development and key concepts. Secondly, it identifies key findings in previous brand engagement research involving motivation theories. The third segment outlines the strengths and weaknesses in research about brand engagement as a function of motivation. The paper ends with a brief overview and implications for marketers with directions for future research.
THE INTERNATIONAL JOURNAL OF BUSINESS & MANAGEMENT
Brand Activation in Driving Customer Engagement: Theoretical and Practice Review2020 •
Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain brand related information within the minds. The inconclusive literature on brand activation provides the platform further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor variable. The study adopted the literature and case review as the methodology. The review identified that brand activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it.
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