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

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.

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