CUSTOMER BRAND ENGAGEMENT BEHAVIOR IN ONLINE BRAND COMMUNITIES

Hamza Shahid and Arqam Iqbal

Journal of Marketing and Logistics (JML), 2019, vol. 2 (Special Issue), 65-85

Abstract: Customer and brand engagement has become increasingly important to cater online businesses today. To make this relationship affective need is derived to enhance understanding behavior between them. Online communities have shown great influence in pursuing online shopping, however there has been an even greater influence when businesses aimed for higher customer attraction. Our problem statement in extension to this research model was mediating satisfaction among brand customer engagement behavior and Brand Equity, Brand Attachment, Brand Loyalty and Brand Trust. Brand customer engagement behavior (BCEB) is an independent variable that had to be enlarged. Brand Equity, Brand Attachment, Brand Loyalty and Brand Trust were our dependent variables; moderated by Satisfaction. All the dependent variables added in this research were a result of higher customer satisfaction that was highly required to abridge customer brand relationship. The data we entered using software SPSS, AMOS, MS Words and Excel were found via online survey and questionnaires for all who had experienced online shopping. This research shall benefit businesses that are concerned about retaining and attracting customers by modifying company customer relationship. Future research scope may be conducted entirely on offline communities to understand why e-commerce cannot easily overcome traditional marketing. The researchers can extend another independent variable that may influence satisfaction.

Keywords: Customer behavior; customer retention; customer satisfaction; brand loyalty; online business. (search for similar items in EconPapers)
Date: 2019
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