TY - JOUR
T1 - Antecedents and outcomes of online brand engagement
T2 - The role of brand love on enhancing electronic-word-of-mouth
AU - Loureiro, Sandra Maria Correia
AU - Gorgus, Tatjana
AU - Kaufmann, Hans Ruediger
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
KW - Brand involvement
KW - Brand love
KW - Online brand experience
KW - Online consumer brand engagement
KW - Satisfaction
KW - Self-brand image congruency
UR - http://www.scopus.com/inward/record.url?scp=85032982696&partnerID=8YFLogxK
U2 - 10.1108/OIR-08-2016-0236
DO - 10.1108/OIR-08-2016-0236
M3 - Article
AN - SCOPUS:85032982696
SN - 1468-4527
VL - 41
SP - 985
EP - 1005
JO - Online Information Review
JF - Online Information Review
IS - 7
ER -