Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth

Sandra Maria Correia Loureiro, Tatjana Gorgus, Hans Ruediger Kaufmann

    Research output: Contribution to journalArticlepeer-review

    34 Citations (Scopus)

    Abstract

    Purpose-The purpose of this paper is to investigate the antecedents and outcomes of online consumer brand engagement (OCBE). In addition, a mediator effect of satisfaction and brand love in the relationship between OCBE and positive electronic word-of-mouth (e-WOM) is analyzed. Design/methodology/approach-Data were collected using a panel sampling with 201 participants from the millennial generation provided by the software tool Qualtrics. The online questionnaire is composed of two screening questions, the items of the constructs and a section with the socio-demographic variables. Findings-Involvement and online brand experience (OBE) are important drivers of online brand engagement. Brand love is a significant mediator between online brand engagement and e-WOM. Originality/value-Studies about antecedents and outcomes of online consumer engagement are rare. This paper contributes to the fledgling online consumer engagement literature by analyzing three antecedents: Involvement, OBE, and self-brand image congruency. For the first time, brand love and satisfaction were considered as direct outcomes of online brand engagement. New insights are provided into the mediating role of brand love between online brand engagement and e-WOM.

    Original languageEnglish
    Pages (from-to)985-1005
    Number of pages21
    JournalOnline Information Review
    Volume41
    Issue number7
    DOIs
    Publication statusPublished - 2017

    Keywords

    • Brand involvement
    • Brand love
    • Online brand experience
    • Online consumer brand engagement
    • Satisfaction
    • Self-brand image congruency

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