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The Effect of Brand Trust and Brand Involvement on Customer Brand Engagement \CBE\
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Journal Article
The Effect of Brand Trust and Brand Involvement on Customer Brand Engagement \CBE\
2022
Overview
Purpose-The purpose of the research is to empirically validate the customer brand engagement relationships with its antecedents namely: brand trust and brand involvement, under the service-dominant logic theory application. Design/methodology/approach- Data were collected from 301 Uber users via an online survey and analyzed using Exploratory Factor Analysis (EFA), Correlation and Regression analysis to evaluate the construct's validity in the given model. Findings- The current study findings revealed that, Customer Brand Engagement (CBE) with all of its dimensions affected by brand trust and brand involvement positively. Practical implications- Customers, application brands and managers have been connected to each other through Customer brand engagement. Accordingly, applications managers have to observe and analyze their user's percentage of trust and involvement as all affect the engagement with the brand directly. Originality/value- This study is conducted in order to understand the nature of the application of the S-D logic on CBE in the Egyptian society, while taking into consideration some of the antecedents that can affect the CBE positively.
Publisher
جامعة عين شمس - كلية التجارة
Subject
