The Antecedents of Consumer Brand Engagement: The Role of Relationship Quality

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aut.embargoNoen_NZ
aut.thirdpc.containsNoen_NZ
aut.thirdpc.permissionNoen_NZ
aut.thirdpc.removedNoen_NZ
dc.contributor.advisorGlynn, Mark
dc.contributor.authorCheri, Bella
dc.date.accessioned2016-11-27T21:30:05Z
dc.date.available2016-11-27T21:30:05Z
dc.date.copyright2016
dc.date.created2016
dc.date.issued2016
dc.date.updated2016-11-25T10:00:35Z
dc.description.abstractThe assessment of the effects on consumer brand engagement has been under recent investigation. Literature has continually mentioned a lack of knowledge regarding how consumers’ relationship quality with a brand affects consumer brand engagement. Further, the recent growth in social media and technology use and its direct influence on consumer brand engagement and relationship quality has also been highlighted as a topic for further investigation. This research aimed to address these gaps by examining variance in smartphone usage, application usage and demographics to determine how these factors mediate the effects of relationship quality on consumer brand engagement. 200 students were directly targeted through a survey questionnaire to gather empirical data. Analysis of the data indicated that the higher a consumer is cognitively, emotionally or behaviourally engaged with a brand, the more they feel the brand is fulfilling their goals, expectations, predictions and desires and performing in a way they deem acceptable in terms of creating satisfaction, trust and commitment towards the brand. Specifically, significant relationships were discovered between cognitive processing and trust. Activation had a positive relationship with satisfaction and trust. Affection had a positive relationship with all three relationship quality constructs of satisfaction, trust and commitment. The study also found that differences relating to type of brand, total phone usage and total frequency of application usage significantly affected the level of consumer engagement. Gender, type of brand, total phone usage and total frequency of application usage also significantly affected the quality of the brand relationship. Age and income did not have a significant effect on relationship quality or engagement. The implications of these findings mean that managers can assess the relationship quality construct they wish to strengthen with targeted consumers and use different engagement aspects to achieve positive relationship outcomes.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/10224
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectConsumer engagementen_NZ
dc.subjectCustomer engagementen_NZ
dc.subjectConsumer brand engagementen_NZ
dc.subjectCustomer brand engagementen_NZ
dc.subjectRelationship qualityen_NZ
dc.subjectTrusten_NZ
dc.subjectSatisfactionen_NZ
dc.subjectCommitmenten_NZ
dc.subjectAntececentsen_NZ
dc.subjectConsequencesen_NZ
dc.subjectCognitive processingen_NZ
dc.subjectCognitiveen_NZ
dc.subjectCognitivelyen_NZ
dc.subjectEmotionalen_NZ
dc.subjectAffectiveen_NZ
dc.subjectAffectionen_NZ
dc.subjectBehaviouralen_NZ
dc.subjectBehavioralen_NZ
dc.subjectActivationen_NZ
dc.subjectLoyaltyen_NZ
dc.subjectRelationship managementen_NZ
dc.subjectMarketing managementen_NZ
dc.subjectDriversen_NZ
dc.subjectCustomer delighten_NZ
dc.subjectConsumer delighten_NZ
dc.subjectRepurchaseen_NZ
dc.subjectRepurchase behaviouren_NZ
dc.subjectAffective commitmenten_NZ
dc.subjectCumulative commitmenten_NZ
dc.subjectLoveen_NZ
dc.subjectPartnershipen_NZ
dc.subjectBrand loyaltyen_NZ
dc.subjectService-dominanceen_NZ
dc.subjectService-dominance logicen_NZ
dc.subjectCo-creationen_NZ
dc.subjectBrand experienceen_NZ
dc.subjectConsumeren_NZ
dc.subjectCustomeren_NZ
dc.subjectConsumer identificationen_NZ
dc.subjectSelf-schemaen_NZ
dc.subjectSelf-concepten_NZ
dc.subjectBESCen_NZ
dc.subjectCBEen_NZ
dc.subjectBrand engagement in self-concepten_NZ
dc.subjectCalculative commitmenten_NZ
dc.subjectGoal pursuiten_NZ
dc.subjectBrand personalityen_NZ
dc.subjectBrand managementen_NZ
dc.subjectBrand engagementen_NZ
dc.subjectEngagementen_NZ
dc.subjectPhoneen_NZ
dc.subjectTechnologyen_NZ
dc.subjectSocial mediaen_NZ
dc.subjectMillennialen_NZ
dc.subjectGeneration Cen_NZ
dc.subjectAppleen_NZ
dc.subjectSamsungen_NZ
dc.subjectiPhoneen_NZ
dc.subjectNokiaen_NZ
dc.subjectPhone usageen_NZ
dc.subjectApplicationen_NZ
dc.subjectSmartphoneen_NZ
dc.subjectApplication usageen_NZ
dc.titleThe Antecedents of Consumer Brand Engagement: The Role of Relationship Qualityen_NZ
dc.typeThesis
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Businessen_NZ
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