Relational Drivers' Effects on Consumer Brand Engagement and Brand Results

Abstract

This study examines the relationship between customer brand engagement (CBE) dimensions (cognitive processing, affection, and activation), which can support brand outcomes (brand evangelism, and repurchase intention), and customers' trust and satisfaction with the focal brand and brand identification (self-expressive brand). Using survey information from 466 Indian mobile phone brand consumers, the model was put to the test. According to the findings, brand loyalty fosters affection, then processing of the mind but not activation. In contrast to affection, brand satisfaction has a greater impact on activation. in connection with cognitive processes. Affection is second in importance for cognitive processing after self-expression followed by activation. Brand outcomes (such as brand evangelism and repurchase intention) are found to be influenced by CBE characteristics. Our findings support organizations in refocusing their efforts on the particular relational drivers that affect the psychological and/or behavioural components of CBE as well as brand evangelism and repurchase intention. For managers, given that brand trust and brand satisfaction are customer-based metrics frequently tracked by organizations.