Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan

Chikako Ishizuka () and Kei Aoki
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Chikako Ishizuka: Niigata University
Kei Aoki: Konan University

Journal of Marketing Analytics, 2024, vol. 12, issue 4, No 16, 979-989

Abstract: Abstract Brand engagement among customers is a dynamic process that requires continuous fostering by companies, irrespective of their products or brand nature. Despite extensive research into the antecedents and impacts of engagement, the aspect of engagement preservation remains under-explored in academic literature, particularly with utilitarian brands that often face challenges in achieving an engaged state compared to their hedonic counterparts. Consequently, this study investigates long-term (spanning from several years to over a decade) engagement of customers with four globally proliferating luxury brands and notable utilitarian brands in Japan, aiming to elucidate the factors pertinent to engagement retention. Employing co-occurrence network analysis via betweenness centrality, we strive to pinpoint the critical contexts influencing these customers. Our findings suggest that the key drivers maintaining engagement consist of a prominent utilitarian component for hedonic brands, and the facilitation of the hedonistic self by utilitarian brands.

Keywords: Customer–brand engagement; Engagement maintenance; Long-term customers; Hedonistic brands; Utilitarian brands (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41270-023-00242-6

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