Investigation into the Relationship between Brand Experience and Consumer Brand Engagement (2018)

Brand Experience and Consumer Brand Engagement Dimensions Dissertation – The motivation of this dissertation is to analyse and investigate the relationship that exists between brand experience and consumer brand engagement. The conceptual model illustrates the impact of both brand experience and consumer brand engagement on one another as well as examines the impact of the construct’s individual dimensions on the opposing construct. Structural equation modeling is deployed to test the proposed model in a digital media setting.

Results based on 125 marketing practitioners from the United Kingdom and Canada suggests that brand experience and Consumer brand engagement are highly related. The results also highlight that brand experience has a greater impact on Consumer brand engagement than the inverse relationship, and the effective dimension of brand experience held the majority of influence over Consumer brand engagement. The dissertation provides brand managers with a better understanding of how brand experience affects consumer brand engagement in the digital media context.

The results emphasise the importance of creating emotionally driven brand experiences through direct and indirect online interactions in order to develop greater Consumer brand engagement. The dissertation offer additional knowledge by providing an empirical evaluation of the relationships between brand experience and consumer brand engagement from both a construct and dimensional level. Further, the findings provide insight into the kinds of experiences that have the greatest influence on Consumer brand engagement within an online context.

By answering the following questions, this dissertation seeks to develop a more granular understanding of the relationship between concepts:

• What is the relationship between brand experiences and consumer brand engagement within websites and mobile applications?
• What is the relationship between individual brand experience sub-dimensions (sensory, effective, intellectual and behavioural experiences) and consumer brand engagement?
• What is the relationship between individual consumer brand engagement sub-dimensions (cognitive processing, effective and activation) and brand experience?

• 18,000 words – 64 pages in length
• Excellent use of literature
• Excellent analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1 – Introduction
An Integrated Approach
Emerging Brand Management Perspectives
Causal Circularity
Aim of the Dissertation
Academic Contributions

2 – Literature Review
Setting the (digital) stage
Brand Experience
Experience Concepts
Brand Experience
Dimensions of Brand Experience
consumer brand engagement
Engagement Concepts
consumer brand engagement
consumer brand engagement Dimensions
Hypotheses
Impact of Brand Experience Dimensions on consumer brand engagement
Impact of consumer brand engagement Dimensions on Brand Experience
Integrative Model

3 – Methodology
Design
Survey Context
Data Collection
Online Questionnaire Instruments

4 – Results
Data Cleaning
Normality
Sample Characteristics
Analysis
Two-Step Approach
Measurement Model: First-Order CFA
Model Fit – First-Order
Convergent Validity – First-Order
Discriminate Validity – First-Order
Reliability – First-Order
Common Method Bias
Measurement Model – Second-Order CFA
Model Fit – Second-Order
Convergent Validity – Second-Order
Discriminant Validity – Second-Order
Structural Model
Impact of BX Dimensions on consumer brand engagement
Impact of CBE Dimensions on Brand Experience
Alternative Model to H1c and H1d
Discussion and Implications
Relationship between Brand Experience and consumer brand engagement
Impact of BX Dimensions on consumer brand engagement
Effective Experience and consumer brand engagement
Intellectual Experience and consumer brand engagement
Sensory Experience and consumer brand engagement
Behavioural Experience and consumer brand engagement
Impact of CBE Dimensions on Brand Experience
Effective and Brand Experience
Cognitive Processing and Brand Experience
Activation and Brand Experience

5 – Limitations, Future Research and Concluding Thoughts
Limitations of Research
Future Research
Conclusion
Managerial Implications

References

Appendix
Questionnaire