“I love your brand! I engage with you, and I do online brand-related activities (COBRAs)”: the role of brand value

Sandra Castro-González, Belén Bande and Pilar Fernández-Ferrín

European Journal of Management and Business Economics, 2024, vol. 34, issue 3, 359-383

Abstract: PurposeFew studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer’s decision to engage in online brand-related activities, considering the mediating effect of attitudinal brand engagement and the moderating effect of brand value on this relationship.Design/methodology/approachThe study analysed data from 404 Spanish consumers using structural equation modelling and the PROCESS package in SPSS to test hypotheses, including mediation and moderation effects.FindingsThe study expands on previous research by revealing the mediating role of brand attitudinal engagement in the relationship between brand love and COBRAs and the moderating role of brand value in the relationship between brand engagement and COBRAs. The results show that online consumers who feel brand love from an online store are likelier to be engaged with the brand. This predisposes them to comment on, share, and create content related to the company or brand. Furthermore, consumers who attribute a high value to the brand are likelier to engage in brand-related online activities.Originality/valueThis study offers valuable insights into mechanisms to encourage consumers to generate content, known as user-generated content, to the extent that the tools for developing this content are the same.

Keywords: Brand love; Attitudinal brand engagement; Online brand-related activities; COBRAs; Brand value; Online consumer behaviour; Social media platforms; User-generated content; UGC; Food companies (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/ejmbe/article/34/3/359/125 ... ge-with-you-and-I-do (text/html)
https://www.emerald.com/ejmbe/article-pdf/34/3/359 ... mbe-10-2023-0331.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:ejmbep:ejmbe-10-2023-0331

DOI: 10.1108/EJMBE-10-2023-0331

Access Statistics for this article

European Journal of Management and Business Economics is currently edited by Enrique Bigne

More articles in European Journal of Management and Business Economics from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().