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Publicação
Measuring Consumer Brand Engagement in Online Grocery Retail
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.12 MB | Adobe PDF |
Autores
Resumo(s)
This study explores the factors influencing and influenced by Consumer Brand
Engagement (CBE) in the context of online grocery retail. Given the increasing
importance of CBE, the research investigates the gap in empirical studies on
engagement within this sector. A conceptual model was empirically validated, and
hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLSSEM), testing the impact of customer satisfaction, service quality and co-creation as
antecedents of CBE, and brand loyalty and word-of-mouth as its consequences. Based
on data collected from 305 participants via an online survey, the findings suggested
service quality and co-creation to shape CBE and demonstrated the influence of CBE on
word-of-mouth, while also finding an absence of a direct link between customer
satisfaction and CBE and CBE and brand loyalty. This study contributes to the
understanding of consumer-brand relationships, emphasizing the importance of
interactive and high-quality experiences to achieve CBE. Additionally, the study offers
empirical support for the mediating role of CBE, particularly in relationships between
service quality and word-of-mouth, as well as co-creation and word-of-mouth. The
findings offer strategic insights for practitioners seeking to enhance CBE and leverage
the benefits of word-of-mouth in the competitive field of online grocery retail.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Consumer Brand Engagement Online Grocery Retail Customer Satisfaction Service Quality Co-creation Brand Loyalty Word-of-Mouth SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption