The Effect of Customer–Brand Relationship Investments' Dimensions on Customer Engagement in Emerging Markets

Abstract

This study investigates the effect of customer–brand relationship investments' dimensions on customer engagement. To test the proposed framework, this research adopted the positivist, deductive, and quantitative approach. Structural equation modeling (SEM) analysis was performed to analyze the data, which gathered from a quota sample of 600 Malaysian mobile phone customers using the drop-off survey method. The findings reveal that customer intrinsic investment (CII), customer extrinsic investments (CEI), and brand social investment (BSI) significantly induce customer engagement (CE). This study is one of the first to explicitly examine the effects of the customer–brand relationship investments' dimensions and provide empirical evidence on the effect on customer engagement. This study concentrates on customers' perceptions of their relationship with mobile phone brands in the Malaysian context. Accordingly, this study provides useful insight for companies in emerging countries on how to enhance customer engagement towards a brand and consequently establish a strong customer–brand relationship.

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