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This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement.Design/methodology/approachRespondents came from firm-managed online smartphone brand communities in South Korea and the USA. Convenience sampling yielded 197 valid responses, with 98 coming from South Korea and 99 coming from the USA.FindingsThe study results provide empirical evidence that cultural value orientations influence customer brand engagement behavior. As expected, the findings indicate that individualism-collectivism and power distance significantly moderate the indirect effect of brand responsibility and self-enhancement on the relationship between brand ownership and customer brand engagement behavior.Originality/valuePrior research has focused mainly on customer engagement behaviors that target the firm, employees and other customers, with little research examining customer engagement behavior that targeted the brand (customer brand engagement behavior). This exploration is important because customers could serve as brand missionaries, become less apt to switch brands and provide feedback, leading to a sustainable competitive advantage.
Journal of Services Marketing – Emerald Publishing
Published: Apr 23, 2018
Keywords: Self-enhancement; Brand ownership; Brand responsibility; Cultural value orientation; Customer brand engagement behaviour
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