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Influences of customer participation and customer brand engagement on brand loyalty

Influences of customer participation and customer brand engagement on brand loyalty PurposeValue co-creation assumes that customers take active roles and create value together with firms. This research investigated the short- and long-term effects of customer participation on brand loyalty, through brand satisfaction. Participation effects were also examined among social media–using customers with the additional explanatory factor of brand engagement. Design/methodology/approachTwo studies were conducted among insurance customers: (1) a cross-sectional study using a nationwide sample (N = 954) and a subsample of 145 social media users to examine short-term effects, and (2) a longitudinal study utilizing data from three assessment timepoints (N = 376) to enable empirical long-term testing. FindingsThe cross-sectional study showed positive short-term effects of customer participation on brand loyalty, mediated by satisfaction. Among customers using social media, positive participation effects gained from brand engagement strengthened brand satisfaction. The longitudinal study did not show similar positive long-term effects of customer participation. Practical implicationsThese findings help deepen service marketers’ understanding of the possible short-term effects of customer participation and customer brand engagement, and caution them to not expect that customer participation will have long-term positive satisfaction and loyalty effects. Originality/valueThis research provides interesting short- and long-term findings, due to the complementary cross-sectional and longitudinal study designs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Influences of customer participation and customer brand engagement on brand loyalty

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References (93)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/JCM-04-2015-1390
Publisher site
See Article on Publisher Site

Abstract

PurposeValue co-creation assumes that customers take active roles and create value together with firms. This research investigated the short- and long-term effects of customer participation on brand loyalty, through brand satisfaction. Participation effects were also examined among social media–using customers with the additional explanatory factor of brand engagement. Design/methodology/approachTwo studies were conducted among insurance customers: (1) a cross-sectional study using a nationwide sample (N = 954) and a subsample of 145 social media users to examine short-term effects, and (2) a longitudinal study utilizing data from three assessment timepoints (N = 376) to enable empirical long-term testing. FindingsThe cross-sectional study showed positive short-term effects of customer participation on brand loyalty, mediated by satisfaction. Among customers using social media, positive participation effects gained from brand engagement strengthened brand satisfaction. The longitudinal study did not show similar positive long-term effects of customer participation. Practical implicationsThese findings help deepen service marketers’ understanding of the possible short-term effects of customer participation and customer brand engagement, and caution them to not expect that customer participation will have long-term positive satisfaction and loyalty effects. Originality/valueThis research provides interesting short- and long-term findings, due to the complementary cross-sectional and longitudinal study designs.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Aug 8, 2016

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