Capturing consumer engagement: duality, dimensionality and measurement. Issue 5 (23rd March 2016)

• Record Type: Journal Article
• Authors: Dessart, Laurence; Veloutsou, Cleopatra; Morgan-Thomas, Anna
• Is Part Of: Journal of marketing management. Volume 32:Issue 5/6(2016)
• Page Start: 399
• Page End: 426
• Publication Date: 2016-03-23
• Subjects: Consumer engagement -- brand engagement -- community engagement -- online brand community -- social networks -- scale development; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2015.1130738
• Languages: English
• ISSNs: 0267-257X

Abstract

ABSTRACT: This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality of engagement and the different engagement foci, and these oversights have important theoretical and empirical consequences. This study contributes to the nascent stream of research that aims to theoretically refine and operationalise engagement by espousing the duality of engagement with two engagement foci (brand and community) and seven sub-dimensions of consumer engagement. Using qualitative data from consumers and experts, three survey data sets based on English and French samples, and two pools of mirrored items (one for each engagement focus), the study develops and validates a dual-focus 22-item scale of consumer engagement that can be used to operationalise engagement with various consumer engagement objects.