Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator

Laee Choi (), MiRan Kim and He-Boong Kwon
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Laee Choi: Colorado State University-Pueblo
MiRan Kim: Michigan State University
He-Boong Kwon: Colorado State University-Pueblo

Journal of Brand Management, 2022, vol. 29, issue 2, No 2, 150-166

Abstract: Abstract This study explores how customer-based corporate reputation (CBR) influences customer engagement behaviors (CEB). It incorporates customer identification and brand love as mediators between CBR and CEB, and the industry type as a moderator, to investigate the direct and indirect effects of CBR on CEB through a moderated mediation analysis. The hypotheses were tested through PLS-SEM and PROCESS. Results confirmed the mediation effects of customer identification and brand love between CBR and CEB, and the positive direct impact of CBR on CEB. Furthermore, this study found that five aspects of CBR have different impacts on four dimensions of CEB. Lastly, the CBR–customer identification–CEB mechanism is stronger in the service than in the product industry, whereas there is no difference in the mediation mechanism of brand love between the product and service.

Keywords: Customer-based corporate reputation; Customer engagement behaviors; Customer identification; Brand love; Industry type (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/s41262-021-00255-5

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