Consumer Brand Engagement Beyond the "Likes"

Area of Science:

• Marketing
• Consumer Psychology
• Scale Development

Background:

• Existing consumer brand engagement (CBE) scales primarily focus on online behaviors.
• Consumer brand engagement also manifests in real-life, offline interactions.
• A validated measure for offline CBE is needed for comprehensive research.

Purpose of the Study:

• To develop and validate a new scale measuring consumer brand engagement (CBE) in non-Internet contexts.
• To assess the scale's content validity, internal consistency, reliability, and nomological validity.
• To examine the impact of offline CBE on key consumer constructs.

Main Methods:

• Development of a novel CBE scale focusing on offline behaviors.
• Validation through three empirical studies.
• Assessment of psychometric properties including validity and reliability.

Main Results:

• The developed CBE scale demonstrated strong content validity, internal consistency, and reliability.
• Nomological validity was supported, confirming the scale measures a distinct construct.
• Offline brand engagement positively influenced brand loyalty, consumer satisfaction, and perceived brand value.

Conclusions:

• The new scale effectively measures consumer brand engagement in offline settings.
• This tool is valuable for marketing and psychological research on brand interactions.
• Offline brand engagement is a significant predictor of consumer loyalty and satisfaction.