 Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactmentsRouxelle de Villiers Journal of Business Research, 2015, vol. 68, issue 9, 1953-1963 Abstract: The study here presents a revolutionary new perspective in the consumer brand engagement (CBE) literature. The models advance a radically enhanced CBE and customer loyalty theory, grounded in complexity and sense-making theories. It describes how the use of set theoretic models and asymmetric analytics using Boolean algebra, rather than normative matrix algebra and symmetric analytics provide the means for testing major principles of complexity theory in CBE and presents a thought experiment of complexity theory tenets that provides alternative logic of asymmetric testing of variables affecting positive or negative consumer behavior. Aided by various graphics and complex multi-dimensional property space models, thought experiments, evidenced by netnographic cases, consumer brand enmeshment (CBEM) theory offers a reality-based expansion of consumers' responses to brand inter-actions and delivers a set of complex recipes that is likely to lead to a variety of opposable consumer brand inter-actions and brand enmeshments that simultaneously differ in direction and intensity. Keywords: CLTV; Consumer behavior; Desirability; Inter-action intensity; Valence (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:9:p:1953-1963 DOI: 10.1016/j.jbusres.2015.01.005 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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