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Brand as a Customer Value Driver: Relationships with Customer Engagement

Author

Listed:
  • Maciejewski Grzegorz

    (Department of Market and Consumption, Faculty of Economics, University of Economics in Katowice)

  • Krowicki Piotr

    (Department of Management, Faculty of Applied Sciences, WSB University)

Abstract

This article presents theoretical considerations regarding the concept of ‘brand’, identifying it as a value driver for customers and defining how important a brand is in the value creation process. Brand-related constructs (brand strength, brand value, brand equity, brand awareness, brand knowledge, brand reputation, brand image, and brand identity) found in the literature are defined, paying particular attention to brand equity as a construct more closely related to the concept of perceived value. The article also discusses the various levels of meaning of a brand and presents the concept of customer engagement (CE), identifying the relationships between a brand, the concept of perceived value, and customer engagement. The conclusions highlight the strong relationships between brands and the category of customer value. Additionally, the article presents the phenomenon of customer engagement as a theoretical perspective for brand identification in the process of customer value creation.

Suggested Citation

  • Maciejewski Grzegorz & Krowicki Piotr, 2022. "Brand as a Customer Value Driver: Relationships with Customer Engagement," Marketing of Scientific and Research Organizations, Sciendo, vol. 43(1), pages 53-74, March.
    • Handle: RePEc:vrs:mosaro:v:43:y:2022:i:1:p:53-74:n:2
    DOI: 10.2478/minib-2022-0003
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    References listed on IDEAS

    as
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    2. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
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    4. Koushyar Rajavi & Tarun Kushwaha & Jan-Benedict E M Steenkamp, 2019. "In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 651-670.
    5. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    6. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
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    More about this item

    Keywords

    brand equity; brand; customer perceived value; perceived value creation; customer engagement;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • D16 - Microeconomics - - Household Behavior - - - Collaborative Consumption

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