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Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy

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Customer Engagement Marketing

Abstract

Branding research has explored the processes underlying consumers’ engagement with brands, with research exploring both dispositional and situational forms of engagement. Despite this work, scholars have yet to examine the relationship between dispositional and situational approaches to brand engagement. In the current chapter, we report the results of an empirical study testing the influence of dispositional brand engagement on customer advocacy (i.e., positive word-of-mouth and “Liking” on Facebook), as mediated through situational engagement with a specific brand.

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Author information

Authors and Affiliations

  1. Oklahoma State University, Stillwater, OK, USA

    Richie L. Liu

  2. Washington State University, Pullman, WA, USA

    David E. Sprott

  3. University of California, Irvine, Irvine, CA, USA

    Eric R. Spangenberg

  4. University of Lausanne, Lausanne, Switzerland

    Sandor Czellar

Authors
  1. Richie L. Liu
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  2. David E. Sprott
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  3. Eric R. Spangenberg
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  4. Sandor Czellar
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Editor information

Editors and Affiliations

  1. Foster School of Business, University of Washington, Seattle, Washington, USA

    Robert W. Palmatier

  2. Georgia State University, Atlanta, Georgia, USA

    V. Kumar

  3. Florida State University, Tallahassee, Florida, USA

    Colleen M. Harmeling

Appendix: Scale Items

Appendix: Scale Items

  1. 1)

    Brand Engagement in the Self-Concept (Sprott et al. 2009; 1 = strongly disagree, 7 = strongly agree)

    • I have a special bond with the brands that I like.

    • I consider my favorite brands to be a part of myself.

    • I often feel a personal connection between my brands and me.

    • Part of me is defined by important brands in my life.

    • I feel as if I have a close personal connection with the brands I most prefer.

    • I can identify with important brands in my life.

    • There are links between the brands that I prefer and how I view myself.

    • My favorite brands are an important indication of who I am.

  2. 2)

    Brand Schematicity (Puligadda et al. 2012; 1 = strongly disagree, 7 = strongly agree)

    • I couldn’t care less what brands people around me are using. (R)

    • Product features are more important than brand names in my buying decisions. (R)

    • When I go shopping, I am always scanning the environment for brand names.

    • Brands are not at all important to me. (R)

    • Brand name considerably influences my buying decisions.

    • I like to surround myself with recognizable brand names at home.

    • When I am considering products, the brand name is more important to me than any other information.

    • Brands are important to me because they indicate social status .

    • The brand name is the least important information to me when I am considering a product. (R)

    • I keep abreast of the brands people around me are using.

  1. 3)

    Situational Brand Engagement (Hollebeek et al. 2014; 1 = strongly disagree, 7 = strongly agree)

  • Cognition

    • Using “the brand” gets me to think about “the brand.”

    • I think about “the brand” a lot when I’m using it.

    • Using “the brand” stimulates my interest to learn more about “the brand.”

  • Affect

    • I feel very positive when I use “the brand.”

    • Using “the brand” makes me happy.

    • I feel good when I use “the brand.”

    • I’m proud to use “the brand.”

  • Behavioral

    • I spend a lot of time using “the brand”, compared to other electronic brands.

    • Whenever I’m using electronic brands, I usually use “the brand.”

    • “The brand” is one of the brands I usually use when I use electronic brands.

  1. 4)

    Customer Advocacy (1 = extremely unlikely, 7 = extremely likely)

    • How likely would you be to “Like” “the brand’s” Facebook page?

    • Assuming your friend needs to purchase an electronics product, how likely is it that you would recommend that your friend buy from “the brand”?

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Liu, R.L., Sprott, D.E., Spangenberg, E.R., Czellar, S. (2018). Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy. In: Palmatier, R., Kumar, V., Harmeling, C. (eds) Customer Engagement Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-61985-9_12

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