Developing a Behavior-Based Measure of Online Brand-Engagement

Colin Campbell, Kent State University, USA
Robert D. Jewell, Kent State University, USA
Cathy Hessick, Kent State University, USA
Based on a literature review and qualitative investigation, we define online brand engagement as the extent of conscious performance of brand-related, public, online behaviors beyond purchase and consumption. The authors develop a 6-item online brand engagement scale with three dimensions: interaction and creation. Results demonstrate scale reliability and validity.
[ to cite ]:
Colin Campbell, Robert D. Jewell, and Cathy Hessick (2015) ,"Developing a Behavior-Based Measure of Online Brand-Engagement ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 476-478.