2022 Volume 3 Issue 1 Pages 53-61
In recent years, customer brand engagement has received increasing attention in both practice and academic research. The purpose of this study is to measure customer brand engagement as a subset of cognitive, affective, and behavioral factors, and to clarify the position of engagement and its relationship with purchase behavior using a comprehensive model that analyzes purchase data and brand evaluation, satisfaction, and loyalty simultaneously. Using this model, we identified the relationship between engagement and purchase behavior. We integrated a questionnaire survey and purchase data of customers for a fashion accessories SPA brand, and analyzed these data with a structural equation model. The results showed that engagement is positively related to the length of customer period, total purchase amount, and number of purchases via satisfaction and loyalty. On the other hand, the direct path from engagement to purchase behavior was negatively related, indicating that engagement does not lead to purchase behavior unless it goes through satisfaction and loyalty.
