Brand Engagement : A Focus On Brand Communities

N.P.Rothbard (2001) defined engagement “as a psychological presence with two key mechanism, attention and absorption”.

Employee engagement has been a trend of management since 2004.(CMI 2015) ‘Some people may believe that engagement is just about employees ‘going the extra mile’, but it is much more.’(CMI 2014) Within globalization, how to apply employee engagement is significant for an organization to achieve their performance. A key aspect of employee engagement concerns how employees manage their position, performance and development in relationship to the company’s strategies. Therefore, according to Moenguc (2013), employee engagement has been personalized as a“persistent, positive affective-motivational state of fulfillment.” To demonstrate how this process affects the overall performance of an organization, John Lewis has been selected as the case study

Marketing goes beyond one-time buyers or brand recognition; it is about retaining a solid loyalty base. Historically, brands have centered loyalty programs around the point of purchase. However, through leveraging social media and other forms of user-generated content, loyalty programs can create more points of contact with the consumer. For retail brands, engagement-based loyalty can create several opportunities to interact directly with customers, rather than relying on their store-front locations; plus, pull more accurate data.

This essay will go into the depth of co-creation and the co-dependent relationship between businesses and their customers. This relationship is becoming more and more prevalent in the digital age we are currently living in. With the development of technologies that make communication a greater part of our lives – we see an increase of interaction between brands and consumers. As partakers in the digital society, consumers have shown an increased need to be entertained and experience things in a way that was perceived as foreign only 20-30 years ago. This essay will hopefully give an insight in this development and point out some of the prominent subjects that are relevant to this progress.

Considering the theoretical frameworks mentioned above, a conceptual model for consumer engagement is developed to guide this study as shown in the figure

Engagement is a fulfilling psychological state characterized by vigor, dedication, and absorption in one's work. Employee engagement, is an approach to ensure that the employee are involve in and are enthusiastic about their work so that organizations can maximize their productivity and profitability. When employees are properly engaged, they find their work to be what they are really passionate about. Engaged employees find themselves to be fully dedicated and

According to Kapferer (2004), brands penetrate almost every aspect of life: social, economic, sporting, cultural and even religion. Brands are direct strategy of market segmentation and product differentiation and it means more than just giving names and signalling to the world. Branding consist of transforming the product category and requires a corporate long-term involvement and a high level of resource and

Involvement has for the last decades been an important topic within marketing, and especially when discussing consumer behaviour. This essay aims to explain different types of involvement, using real life examples to illustrate the concepts. Competitors will always be competitors, so this essay will also highlight how involvement can make products differentiate from them. Lastly, a few other theories relevant to involvement are lightly discussed.

Recent research has established that customers can form emotional attachments to brands (Park et al, 2010), with fundamental properties and behavioural effects that are similar to their attachments to other people (Fournier, 1998). Albralt and Kleyn, (2011) confirms that the development of a strong brand identity leads to strong emotional attachment, whilst Thomson et al. (2005, p.78) suggests that a consumer’s emotional attachment is underpinned by “brand love, brand affection and brand connection”. These findings suggest that consumers with strong emotional attachment are likely to show positive signs of repeat purchase as they become committed to a brand and hold long-time loyalty

The topic of employee engagement has been increasingly raising awareness during the last decade, along with the rise of the Internet age, massive adoption of new communications tools, Social Media, and social networks, empowering both employees and consumers; that are now empowered to expose any organization in a matter of seconds. In a globalised ultra competitive world economy, where companies’ behaviour towards consumers, and especially workers are looked at very closely, it has become essential for

The field of marketing has experienced a paradigm shift because of the fact that the principles of relationships have nearly substituted short-term exchange notions. While the relationship perspective has received increased acceptance and relevance, it has been hugely under-realized in many marketing literature. According to the findings of research, customers generally want brands to listen and respond to them. Consequently, brands that involve and engage customers in relationships that are mutually beneficial stand to gain the most. This is primarily because customers are willing to demonstrate huge support to brands they regard as favorite. The support is mainly demonstrated through buying more of the product or service, convincing other people to become customers of the product or service, and positive word of mouth. Notably, the main link to the relationship between customers and brands is the desire for brands to listen and respond to customers rather than seeking to sell the products or services at the cheapest prices.

Marketers in today 's business surroundings are given the specific test of dodging clashed informing, oversaturation of promoting activities, consumer dithering and monitored behaviour keeping in mind the end goal to accomplish their destinations of improving long haul brand reliability and empowering product acquisitions. While there are environmental factors which may impact consumer’s behaviour, the hugest artificiality originates from mental impacts connected with promoting correspondence and individual translation of brand and product value. By growing this worth past base level understanding, advertisers can impact consumer behaviour and divert buys over developed timeframes. To accomplish such principles, on the other hand, it is

As this paper contributes to the field of brand engagement by presenting a conceptual model of brand engagement on online social media platforms- specifically in Twitter- and confirming it through empirical analysis, the findings of the study could present important

Susan Fournier's argued that consumers relate to their brands in different ways and understanding this relationship helps to inform marketing practice with a significant relationship perspective. She argued that there has been a relationship paradigm shift whereby marketing is now focused on relationships which are mutually reciprocating and long-term between customers and firms. Relationship-rich concepts such as loyalty, interdependency, satisfaction, trust and commitment have taken the center stage. The projects, tasks, themes, cohorts and current concerns in people's lives are currently shaped by the brands that they associate with. Susan states that many people are not simply buying brands rather they form connections with the brands that they use and these brand relationships create some meaning which adds value to their lives. These meanings may be functional and utilitarian while others are psychosocial and emotional. Fournier also pointed out that brand relationships are subject to change as a result of personal, managerial and environmental factors and thus there is a cycle of initiation, growth, maintenance and deterioration which the relationship goes through. Fournier's statement also meant that marketers need to learn how to initiate the brand relationship cycle and keep it looping in the growth and maintenance stages ADDIN EN.CITE Fournier1998249(Fournier, 1998)24924917Susan

‘Brand responses’ describe ‘customers response’ towards products with an integral aspect of this being ‘brand judgements and brand feelings’ (Keller, 2001, p13).