Modeling consumer brand engagement behaviour based on the Theory of Planned Behaviour

This study examines customer brand engagement behaviors based on the theory of planned behavior to reveals the factors affecting these behaviors in this framework. The main goal of this study is to determine the role of consumer self-brand connection, consumer involvement, perceived benefit and perceived enjoyment on attitude towards brand engagement, intention and consumer brand engagement behaviors. In addition, we aimed to compare the proposed structural model in terms of consumer self-brand connection, consumer involvement and actual brand engagement behavior. For this purpose, we gathered data through face to face survey from 594 respondents in Istanbul. Participants had to have owned a smartphone brand include (Samsung, Apple, Huawei, Xiaomi) which had more market share in Turkey in 2018. Besides, respondents must have participated in the online and offline consumer brand engagement activities of the selected brand during the past six months. Findings showed that consumer involvement, self-brand connection, perceived enjoyment, perceived benefit, subjective norms, and perceived behavior control are effective in shaping consumers' attitudes and intentions towards consumer brand engagement that eventually leads to consumer brand engagement behavior. This study also showed that consumer self-brand connection, intention towards brand engagement and perceived behavioral control are factors affecting consumer brand engagement behaviors. In addition, the results suggested that consumer self-brand connection is an important driver in the understanding of attitude towards brand engagement. Findings indicated that consumer involvement, perceived benefit and perceived enjoyment have multiple full mediating roles in the relationship between consumer self-brand and attitude towards brand engagement. Finally, when the proposed structural model was compared, it was determined that the factor structure of the measuring tool was not equal among the examined groups. Therefore, measurement invariance didn't support.