International Journal of

Business & Management Studies

ISSN 2694-1430 (Print), ISSN 2694-1449 (Online)
Examining the Mediating Effect of Customer-Brand Engagement on the Relationship between Brand Involvement and Brand Loyalty

Abstract


Using a symbolic interactionism theory, this paper develops a model, which integrates brand involvement (BI) and customer-brand engagement (CBE) into a broader conceptualization of loyalty formation, and tests its predictive power in explaining brand loyalty. A self-administered, cross-sectional survey was employed to collect the required data from 524 consumers from: the capital city Amman, and two major cities: Irbid, in the north, and Zarqa, in the middle. To start with, the use of symbolic interactionism theory suggests that brand involvement (BI) and customer-brand engagement (CBE), which draws on relationship marketing theory and service dominant logic perspective, can be integrated to delineate the consumer’s psychological path to brand loyalty. Second, the study confirms the mediating effect of CBE on the relationship between brand involvement and brand loyalty. This research adds to the growing body of knowledge on brand loyalty through using a symbolic interactionism theory to examine the interrelationships between three focal constructs namely; brand involvement, CBE, and brand loyalty