The Effect of Customer–Brand Relationship Investments' Dimensions on Customer Engagement in Emerging Markets

Zuraidah Zainol, Nor Asiah Omar, Juliana Osman, Nurul Fadly Habidin

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

This study investigates the effect of customer–brand relationship investments' dimensions on customer engagement. To test the proposed framework, this research adopted the positivist, deductive, and quantitative approach. Structural equation modeling (SEM) analysis was performed to analyze the data, which gathered from a quota sample of 600 Malaysian mobile phone customers using the drop-off survey method. The findings reveal that customer intrinsic investment (CII), customer extrinsic investments (CEI), and brand social investment (BSI) significantly induce customer engagement (CE). This study is one of the first to explicitly examine the effects of the customer–brand relationship investments' dimensions and provide empirical evidence on the effect on customer engagement. This study concentrates on customers' perceptions of their relationship with mobile phone brands in the Malaysian context. Accordingly, this study provides useful insight for companies in emerging countries on how to enhance customer engagement towards a brand and consequently establish a strong customer–brand relationship.

Original languageEnglish
Pages (from-to)172-199
Number of pages28
JournalJournal of Relationship Marketing
Volume15
Issue number3
DOIs
Publication statusPublished - 2 Jul 2016

Fingerprint

Customer engagement
Emerging markets
Mobile phone
Empirical evidence
Customer perception
Structural equation modeling
Intrinsic
Emerging countries

Keywords

  • customer engagement
  • customer–brand relationship
  • relationship investment
  • relationship marketing

ASJC Scopus subject areas

  • Marketing

Cite this

The Effect of Customer–Brand Relationship Investments' Dimensions on Customer Engagement in Emerging Markets. / Zainol, Zuraidah; Omar, Nor Asiah; Osman, Juliana; Habidin, Nurul Fadly.

In: Journal of Relationship Marketing, Vol. 15, No. 3, 02.07.2016, p. 172-199.

Research output: Contribution to journalArticle

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