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首页> 外文期刊>Journal of Product & Brand Management >Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships
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Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships

机译：消费品品牌参与，满意度和品牌忠诚度：功能性和情感品牌关系之间的比较研究

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PurposeThe purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumerbrand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumerbrand relationships.Design/methodology/approachA cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed.FindingsResults validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships.Originality/valueAddressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumerbrand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.
机译：本研究的目的的目的是了解消费者品牌参与（CBE）的差异，根据消费者关系的功能或情感性质及其对品牌忠诚度的直接和/或间接影响（BL）。此外，考虑到两种类型的消费者关系，该研究旨在将CBE和满意度与BL的预测值进行比较，并且考虑到两种类型的消费者关系.Design/Methodology/approacha横断面调查应用于两个独立样品。要求其中一个样本的受访者召回一个品牌，其中一个品牌具有功能关系，而其他受访者被要求考虑他们有情感关系的品牌。为了测试研究假设，开发了一个使用SEM的因果模型.FindingsResults验证CBE作为三维结构，比功能性品牌关系更强，并显示出对BL的显着直接和间接影响。通过比较分析，调查结果还证明了CBE对BL，直接或间接通过满意度的影响，对于情感关系，虽然满意度是一个强大的直接预测，用于功能品牌关系。以历史/估值的呼吁专注于该研究的特定品牌类型对参与的影响，可以更好地了解功能和情感关系对CBE的调节作用。本研究进一步通过建立满意度的调解作用，并根据消费者关系的性质来计算CBE和满意度对BL的贡献来增加现有的知识体系。总体而言，我们的调查结果提高了消费者如何与品牌居住的知识，为品牌管理人员提供重要影响。

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