Developing a Behavior-Based Measure of Online Brand-Engagement

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 476-478.

Authors

Colin Campbell, Kent State University, USA
Robert D. Jewell, Kent State University, USA
Cathy Hessick, Kent State University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships

Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana

Read More

Featured

Augmented Reality, Augmented Trust: How Augmented Reality Enhances Consumer Trust In Online Shopping

Alberto Lopez, Tecnológico de Monterrey, MEXICO
Rachel Rodriguez, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO

Read More

Featured

A6. “Alexa, let’s make a trade”: Search Behavior, Trust, and Privacy with Voice-Activated Assistants

Weizi Liu, University of Illinois at Urbana-Champaign, USA
David William Ross, University of Illinois at Urbana-Champaign, USA
Kieshana M. Williams-Beeler, University of Illinois at Urbana-Champaign, USA
Yoonah Lee, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.