Title: Customer brand engagement in emerging businesses: antecedents and consequences

Authors: Amir Reza Konjkav Monfared; Milad Mohebali Malmiri; Mohammadreza Barootkoob; Mohammadreza Keshavarz

Addresses: Department of Management Sciences, Yazd University, Yazd, Iran ' Department of Management Sciences, Yazd University, Yazd, Iran ' Department of Management Sciences, Yazd University, Yazd, Iran ' Department of Business Management, Persian Gulf University, Bushehr, Iran

Abstract: The purpose of this research is to identify the antecedents (social presence, customer involvement and customer satisfaction) and consequences (brand experience, EWOM, brand trust, brand usage intention and brand loyalty) of CBE in emerging businesses. Data for this research was collected from 300 customers of Snapp brand (an Iranian online transportation service). The reliability of the questionnaire was examined and confirmed by using Cronbach's alpha coefficient and composite reliability. The factor loading of the questions and average variance extracted (AVE) was calculated to examine the validity of the questionnaire which confirmed the validity of the research tool. Structural equation modelling was used to analyse the research data. The research findings indicated that social presence and customer satisfaction are predictors of CBE. However, customer involvement did not have significant effect on CBE. The findings also showed that CBE had a significant effect on brand experience, EWOM, trust, usage intention and loyalty.

Keywords: customer brand engagement; electronic word of mouth; brand trust; brand loyalty.

DOI: 10.1504/IJEMR.2024.140813

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.5, pp.580 - 599

Received: 21 May 2022
Accepted: 03 Aug 2022
Published online: 03 Sep 2024 *

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