Brand Loyalty States as an Antecedent of Customer Engagement in Virtual Brand Communities

Ebru Kuzgun

The author investigates loyalty states as core drivers of customer engagement so that companies can provide a more targeted communication based on customer’s loyalty levels, and perhaps, eventually increase the consumers' engagement. Responses from 193 customers that were asked to fill out a structured questionnaire in the context of virtual brand communities were analyzed quantitatively with regards to the brand loyalty states, psychological and behavioral customer engagement constructs. The results demonstrate that specific loyalty states drive specific customer engagement states. These results are useful for managers in the endeavor to reap the firm performance outcomes of having more engaged customers.

DOI : https://doi.org/10.21102/wjm.2017.03.81.08