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

Vahideh Arghashi, Cenk Arsun Yuksel
{"title":"Customer brand engagement behaviors: the role of cognitive values, intrinsic and extrinsic motivations and self-brand connection","authors":"Vahideh Arghashi, Cenk Arsun Yuksel","doi":"10.1080/10696679.2021.2018936","DOIUrl":null,"url":null,"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.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2022-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2021.2018936","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
6.80
自引率
6.70%
发文量
37
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.
期刊最新文献
To block or not to block? Predictors of ad blocker usage Customer relationship management in healthcare: strategies for adoption in a public health system Creative consumers and experiential benefits and outcomes of upcycling end-of-life products Examining the impact of absorptive capacity and organizational learning on international strategic performance: can the two go together? Proxy reports of others’ behaviors: when are they more accurate?
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1