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Consumer-Brand Engagement With E-Commerce Market Place Brands

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  • Pankaj Kumar Mohanty

    (Department of Marketing and Strategy, ICFAI Business School (IBS), IFHE University (Deemed), India)

  • Dipanjan Kumar Dey

    (Department of Humanities and Social Sciences, Indian Institute of Technology, Ropar, India)

Abstract

Consumer-brand engagement (CBE) has gained much attention from both the academicians and practitioners. However, despite such scholarly attention, only a few studies have empirically tested the scale of CBE. Moreover, limited attention is paid toward examining the consumer-brand relationships in the e-commerce marketplace context. The study is an empirical investigation of the new ways for examining CBE by testing the impact of consumer advocacy (CA). Furthermore, the study has examined and validated the relationship between consumer involvement (CI) and CBE in the e-commerce marketplace context. The study has further examined the impact of CBE on two outcome variables, viz., positive word-of-mouth (PWOM) and brand usage intention (BUI). A sample size of 408 has been collected randomly from a postgraduate program of a large university located in south India. Various multivariate techniques (Confirmatory Factor Analysis & Path Analysis) have been applied to validate and test the proposed relationships. The results indicate that both CI and CA positively influence CBE. Further, CBE has a positive impact on PWOM and BUI.

Suggested Citation

  • Pankaj Kumar Mohanty & Dipanjan Kumar Dey, 2020. "Consumer-Brand Engagement With E-Commerce Market Place Brands," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 18(3), pages 21-37, July.
    • Handle: RePEc:igg:jeco00:v:18:y:2020:i:3:p:21-37
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    Cited by:

    1. Park, JungKun & Hong, EunPyo & Ahn, Jiseon & Hyun, Hyowon, 2023. "Role of multidimensional customer brand engagement on customer behavior for online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Elhai, Jon D., 2021. "Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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