Designing customer brand Engagement Model with grounded theory approach

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BABAEI ZAKLIKI MOHAMAD ALI; Baradaran Sorkhabi Zahra; HEIDARZADEH KAMBIZ

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Paper Information

Journal: JOURNAL OF BRAND MANAGEMENT Year:2019 | Volume:5 | Issue:16 Page(s): 41-83

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Title

Designing customer brand Engagement Model with grounded theory approach

Author(s)

BABAEI ZAKLIKI MOHAMAD ALI | Baradaran Sorkhabi Zahra | HEIDARZADEH KAMBIZ | Issue Writer Certificate

Keywords

Customer brand Engagement

Social Media

Traditional Media

Grounded Theory

MAXQDA software

Abstract

Customer brand Engagement can boost loyalty and increase brand revenues. Therefore, it is necessary to identify factors affecting Customer brand Engagement (CBE). The purpose of this research is to utilize a qualitative approach with Emerging design of the Grounded Theory strategy to design Customer brand Engagement model. In order to analyze the data, three-step coding (open, selective and theoretical coding) used. Also, the qualitative findings analyzed by MAXQDA software and finally Customer brand Engagement paradigm model explained. The findings of the research show that to engage customers, five dimensions should be taken into consideration: "Social Media capabilities", "Traditional Media capabilities", "integration of social and Traditional Media capabilities", "Customer involvement with Brand" and "Customer participation with Brand". Also, customer satisfaction, trust, commitment, loyalty and attachment to brand are Consequences of CBE and Brand managers can strengthen this important construct and take advantage by focusing on antecedents and dimensions of Customer brand Engagement.

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APA: Copy

BABAEI ZAKLIKI, MOHAMAD ALI, Baradaran Sorkhabi, Zahra, & HEIDARZADEH, KAMBIZ. (2019). Designing customer brand Engagement Model with grounded theory approach. JOURNAL OF BRAND MANAGEMENT, 5(16 ), 41-83. SID. https://sid.ir/paper/393460/en

Vancouver: Copy

BABAEI ZAKLIKI MOHAMAD ALI, Baradaran Sorkhabi Zahra, HEIDARZADEH KAMBIZ. Designing customer brand Engagement Model with grounded theory approach. JOURNAL OF BRAND MANAGEMENT[Internet]. 2019;5(16 ):41-83. Available from: https://sid.ir/paper/393460/en

IEEE: Copy

MOHAMAD ALI BABAEI ZAKLIKI, Zahra Baradaran Sorkhabi, and KAMBIZ HEIDARZADEH, “Designing customer brand Engagement Model with grounded theory approach,” JOURNAL OF BRAND MANAGEMENT, vol. 5, no. 16 , pp. 41–83, 2019, [Online]. Available: https://sid.ir/paper/393460/en

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