Rita, Paulo Miguel Rasquinho FerreiraSantos, Zélia de Jesus Calvário Raposo dosPaquete, Ana Marta Pereira2025-04-102025-04-08http://hdl.handle.net/10362/181987Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThis 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.engConsumer Brand EngagementOnline Grocery RetailCustomer SatisfactionService QualityCo-creationBrand LoyaltyWord-of-MouthSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionmaster thesis203940202