A research on identifying the antecedents and consequences of customer-brand engagement

In today's market where competition is increasing day by day, satisfying the customers and producing qualified products have started not to be sufficient for businesses to be successful and therefore the importance of customer brand relationship has emerged. In terms of the contemporary marketing concept, building solid relationships with customers is one of the main goals of businesses. As a result of the researches that have been made, it has been found that customer-brand engagement is the strongest relationship aimed to build between customers and businesses. The aim of this research is to find out the antecedents and consequences of customer-brand engagement. For this purpose, a descriptive research has been made within the scope of two product categories named as mobile phones and non-alcoholic beverages in Istanbul. In this research, the concept of customer-brand engagement has been approached as three dimensions named as cognitive, affective and behavioral and the effects of brand interactivity, brand-self congruity and product category involvement on customer brand engagement and; the effects of customer-brand engagement on brand loyalty, word of mouth and willingness to pay price premium have been examined. A structural equation model has been developed with the aim of finding out the effects. With the results gained from the research, antecedents and consequences of customer brand engagement have been found out and the differences between two product categories have been examined.