Consumer brand engagement: Socio-cultural perspective and research avenues

Monica C. Scarano (), Fatima Regany () and Nil Özçağlar-Toulouse
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Monica C. Scarano: LITL - Laboratoire Interdisciplinaire des transitions de Lille - UCL FGES - Université Catholique de Lille - Faculté de gestion, économie et sciences - ICL - Institut Catholique de Lille - UCL - Université catholique de Lille - JUNIA - JUNIA - UCL - Université catholique de Lille
Fatima Regany: LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille
Nil Özçağlar-Toulouse: LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille

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Abstract: This research highlights the contributions of the socio-cultural approach to the study of the concept of consumer brand engagement (CBE). To this end, an integrative analysis first traces the main research on CBE. It presents its conceptual construction within the relational and experiential paradigms and highlights the limitations of this literature. Second, a socio-cultural reading of CBE helps to address these limitations. We propose eight research avenues, based on two theoretical approaches: (1) understanding CBE through the cultural resources invested in it and the meanings that are at once identity-related, social and ideological and (2) technological tools and immersive experiential frameworks as socio-technical dispositifs. Managerial recommendations are provided in each of these areas of research.

Date: 2023-11-08
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Published in Recherche et Applications en Marketing (English Edition), 2023, ⟨10.1177/20515707231204721⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04289926

DOI: 10.1177/20515707231204721

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