Extension of Consumer Brand Engagement Framework: Indonesian Smartphone Brands Consumers
نویسندگان
چکیده
This research identifies evidence regarding the nexus between antecedents of CBE dimensions and consequences on smartphone brands in Indonesia. Data were collected through an online questionnaire targeted at a total 1251 users/consumers AMOS SEM was used processing statistical tests this research. Convergent validity composite reliability also to check items. The authors found that consumer involvement self-expressive brand affect all (COG, AFF, ACT) while participation only affects one dimension (COG). Subsequently, usage intent self-brand connection. Therefore, study contributes body work engagement literature.
 Keywords: engagement, involvement, participation, brand, intent, connection
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ژورنال
عنوان ژورنال: KnE Social Sciences
سال: 2022
ISSN: ['2518-668X']
DOI: https://doi.org/10.18502/kss.v7i14.12047