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Brand engagement and experience in online services

The Journal of services marketing, 2020-04, Vol.34 (2), p.163-175 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2019 ;ISSN: 0887-6045 ;EISSN: 2054-1651 ;DOI: 10.1108/JSM-03-2019-0106

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  • Title:
    Brand engagement and experience in online services
  • Author: Khan, Imran ; Hollebeek, Linda D ; Fatma, Mobin ; Islam, Jamid Ul ; Rahman, Zillur
  • Subjects: Brand loyalty ; Consumers ; Customer services ; Hypotheses ; Social exchange theory ; Social networks ; Trust
  • Is Part Of: The Journal of services marketing, 2020-04, Vol.34 (2), p.163-175
  • Description: Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.
  • Publisher: Santa Barbara: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 0887-6045
    EISSN: 2054-1651
    DOI: 10.1108/JSM-03-2019-0106
  • Source: AUTh Library subscriptions: ProQuest Central
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