1. bookVolume 43 (2022): Issue 1 (March 2022)
Journal Details
License
Format
Journal
eISSN
2353-8414
First Published
30 Mar 2015
Publication timeframe
4 times per year
Languages
English
access type Open Access

Brand as a Customer Value Driver: Relationships with Customer Engagement

Published Online: 09 May 2022
Volume & Issue: Volume 43 (2022) - Issue 1 (March 2022)
Page range: 53 - 74
Journal Details
License
Format
Journal
eISSN
2353-8414
First Published
30 Mar 2015
Publication timeframe
4 times per year
Languages
English
Abstract

This article presents theoretical considerations regarding the concept of ‘brand’, identifying it as a value driver for customers and defining how important a brand is in the value creation process. Brand-related constructs (brand strength, brand value, brand equity, brand awareness, brand knowledge, brand reputation, brand image, and brand identity) found in the literature are defined, paying particular attention to brand equity as a construct more closely related to the concept of perceived value. The article also discusses the various levels of meaning of a brand and presents the concept of customer engagement (CE), identifying the relationships between a brand, the concept of perceived value, and customer engagement. The conclusions highlight the strong relationships between brands and the category of customer value. Additionally, the article presents the phenomenon of customer engagement as a theoretical perspective for brand identification in the process of customer value creation.

Keywords

JEL Classification

1. Aaker D. A. (1991). Managing Brand Equity Capitalizing on the Value of Brand Name, New York: The Free Press. Search in Google Scholar

2. Aaker D. A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38, 102–120.10.2307/41165845 Search in Google Scholar

3. Algesheimer R., Borle S., Dholakia U.M., & Singh S.S. (2010). The impact of customer community participation on customer behaviours: An empirical investigation. Marketing Science, 29(4), 756–769.10.1287/mksc.1090.0555 Search in Google Scholar

4. Alnsour M. S. & Subbah M. L. (2018). Impact of brand elements on brand equity: An applied study on Jordanian Corporations. African Journal of Marketing Management, 10(3), 17–27.10.5897/AJMM2016.0493 Search in Google Scholar

5. Altkorn J. (2001). Strategia marki [Brand strategy], Warszawa: Wydawnictwo PWE. Search in Google Scholar

6. Barari M., Ross M., Thaichon S., & Surachartkumtonkun J. (2021). A meta-analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457–477.10.1111/ijcs.12609 Search in Google Scholar

7. Bartkowiak P., & Michalak, S. (2020). Motywy angażowania się mieszkańców aglomeracji poznańskiej we współtworzenie wartości dla klienta [Motives of the inhabitants of the Poznań agglomeration for engaging in co-creation of customer value], In: I. Bohdanowicza, P. Dziurski (eds.) Innowacje i marketing we współczesnych organizacjach. Wybrane zagadnienia, Warszawa: Oficyna Wydawnicza SGH. Search in Google Scholar

8. Bartosz P. (2017). Marketing doświadczeń w budowaniu wartości dla klienta [Experience marketing in building customer value]. Organizacja i Zarządzanie, 1(37), 5–18. Search in Google Scholar

9. Beckers S. F. M., Doorn van J., & Verhoef P. C. (2018). Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. Journal of Academy of Marketing Science, 46(3), 366–383.10.1007/s11747-017-0539-4 Search in Google Scholar

10. Brzozowska-Woś, M. (2020). Wpływ komunikacji marketingowej na angażowanie się w markę i współtworzenie jej wartości przez młodych konsumentów [Influence of marketing communication on young consumers’ engagement in a brand and co-creation of its value], Gdańsk: Wydawnictwo Politechniki Gdańskiej. Search in Google Scholar

11. Butz H. E. & Goodstein L. D. (1996). Measuring Customer Value: Gaining the Strategic Advantage. Organizational Dynamics, 24(3), 63–77.10.1016/S0090-2616(96)90006-6 Search in Google Scholar

12. Carlson J., Rahman M. M., Taylor A., & Voola R. (2019). Feel the VIBE: Examining value in the brand page experience and its impact on satisfying and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149–162.10.1016/j.jretconser.2017.10.002 Search in Google Scholar

13. Chan T. K. H., Zheng X., Cheung C. M. K., Lee M. K. O., & Lee, Z. W. Y. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81–97.10.1057/jma.2014.9 Search in Google Scholar

14. de Chernatony L. & McWilliam G. (1989). The strategic implications of clarifying how marketers interpret “brands”. Journal of Marketing Management, 5(2), 153–171.10.1080/0267257X.1989.9964096 Search in Google Scholar

15. Dębski M. (2009). Kreowanie silnej marki [Creating a strong brand], Warszawa: PWE. Search in Google Scholar

16. Dijk J., Antonides G., & Schillewaert N. (2014). Effects of co-creation claim on consumer brand perceptions and behavioural intentions. International Journal of Marketing and Logistics, 28(1), 4–22. Search in Google Scholar

17. Dobiegała-Korona, B. (2014). Innowacje w budowie wartości przedsiębiorstwa [Innovation in building company value]. Zeszyty Naukowe Wyższej Szkoły Humanitas, 1, 25–40. Search in Google Scholar

18. Dobiegała-Korona, B. (2015). Budowa wartości klienta. Teoria i praktyka [Building customer value: Theory and practice], Warszawa: Difin. Search in Google Scholar

19. Doligalski T. (2013). Internet w zarządzaniu wartością klienta [Internet in customer value management], Warszawa: Oficyna wydawnicza Szkoła Główna Handlowa. Search in Google Scholar

20. Dolińska-Weryńska D. (2018). Marka jako wartość w innowacyjnym przedsiębiorstwie regionu śląskiego w opinii pracowników będących absolwentami śląskich uczelni technicznych i ekonomicznych [Brand as a value in an innovative enterprise in the Silesian region, in the opinions of employees who graduated from Silesian technical and economic universities]. Zeszyty Naukowe Politechniki Śląskiej. Organizacja i Zarządzanie, 129, 67–80. Search in Google Scholar

21. Dong B., Evans K. R., & Zou S. (2008). The Effects of Customer Participation in Co-Created Service Recovery. Journal of the Academy of Marketing Science, 36, 123–137.10.1007/s11747-007-0059-8 Search in Google Scholar

22. van Doorn, J., Lemon, K. N., Mittal, V., Naß, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266.10.1177/1094670510375599 Search in Google Scholar

23. Drapińska, A. (2020). Marketing relacji we współczesnym świecie [Relationship marketing in today’s world], Gdańsk: Wydawnictwo Politechniki Gdańskiej. Search in Google Scholar

24. Drucker, P. (2007). The Practice of Management, London: Routledge. Farquar P. (1989). Managing Brand Equity. Marketing Research, 1(3), 24–33. Search in Google Scholar

25. Gale B. (1994). Managing Customer Value, New York: The Free Press. Search in Google Scholar

26. Gołąb-Andrzejak, E. (2021). Zaangażowanie konsumenta w usługach w ujęciu logiki dominacji usługowej [Consumer involvement in services in terms of the logic of service dominance], Gdańsk: Wydawnictwo Politechniki Gdańskiej. Search in Google Scholar

27. Gołębiowski T. (1996). Marketing wartości na rynku instytucjonalnym [Value marketing in the institutional market], In: E. Duliniec, L. Garbarski, J. Mazur, M. Strzyżewska, W. Wrzosek, Ekspansja czy regres marketingu, Warszawa: PWE. Search in Google Scholar

28. Grzegorczyk T. (2019). Pomiar wartości postrzeganej przez konsumentów [Measuring consumer perceived value]. Zeszyty Naukowe UE w Krakowie, 5(983), 37–55.10.15678/ZNUEK.2019.0983.0503 Search in Google Scholar

29. Gupta A. & Pandey S. (2021). Should we engage variety seeking customers? Journal of Asia Business Studies, www.emerald.com, [accessed: 1.03.2022]. Search in Google Scholar

30. Harmeling C., Moffett, M., Arnold, & M., Carlson, B. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 3, 312–325.10.1007/s11747-016-0509-2 Search in Google Scholar

31. Hollebeek L. D. (2011). Exploring customer brand management — definition and themes. Journal of Strategic Marketing, 19(7), 555–573.10.1080/0965254X.2011.599493 Search in Google Scholar

32. Hollebeek L. D. (2013). The customer engagement/value interface: An exploratory investigation. Australasian Marketing Journal, 21(1), 17–24.10.1016/j.ausmj.2012.08.006 Search in Google Scholar

33. Hollebeek L. D. & Chen T. (2014). Exploring Positively — vs. Negatively-Valenced Brand Engagement: A Conceptual Model. Journal of Product & Brand Management, 23(1), 62–74. Search in Google Scholar

34. Howaniec H. (2008). Udział marki w tworzeniu wartości przedsiębiorstwa [Contribution of the brand to the creation of company value]. Studia i Prace Wydziału Nauk Ekonomicznych i Zarzadzania, 7, 485–494. Search in Google Scholar

35. Ind N., Iglesias O., & Schultz M. (2013). Building brands together: Emergence and outcomes of co-creation. California Management Review, 55(3), 5–26.10.1525/cmr.2013.55.3.5 Search in Google Scholar

36. Jaakkola E., & Alexander M. (2014). The Role of Customer Engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17(3), 247–261.10.1177/1094670514529187 Search in Google Scholar

37. Jones C., & Bonevac D. (2013). An evolved definition of the term “brand”: Why branding has a branding problem. Journal of Brand Strategy, 2(2), 112–120. Search in Google Scholar

38. Kall, J. (2001). Silna marka: Istota i kreowanie [Strong brand: Essence and creation], Warszawa: PWE. Search in Google Scholar

39. Keller K. L. (2012). Understanding the richness of brand relationship. Journal of Consumer Psychology. 22, 186–190.10.1016/j.jcps.2011.11.011 Search in Google Scholar

40. Khalifa A. S. (2004). Customer value: a review of recent literature and an integrative configuration. Management Decision, 42(5), 645–666.10.1108/00251740410538497 Search in Google Scholar

41. Kieżel M. & Wiechoczek J. (2016). Aktywności online konsumentów w kontekście Customer Brand Engagement [Consumers’ online activities in the context of Customer Brand Engagement]. Prace Naukowe UE we Wrocławiu, 459, 130–141. Search in Google Scholar

42. Kothandaraman P. & Wilson D. T. (2001). The future of competitionL Value-Creating Networks. Industrial Marketing Management, 30(4), 379–389. Search in Google Scholar

43. Kotler Ph. (1991). Marketing Management: Analysis, Planning, Implementation, and Control, Englewood Cliffs, N.J.: Prentice Hal. Search in Google Scholar

44. Kozłowska A. (2005). Reklama — Od osobowości marki do osobowości konsumenta [Advertising — From brand personality to consumer personality]. In: A. Grzegorczyk (eds.), Instrumenty kształtowania wizerunku marki, Warszawa: Wyższa Szkoła Promocji. Search in Google Scholar

45. Krowicki P. (2022). Customer engagement — związki z kategoriami pokrewnymi i konteksty badawcze [Customer engagement — relationship with related categories and research contexts]. Marketing i Rynek, 29(1), 32–43.10.33226/1231-7853.2022.1.4 Search in Google Scholar

46. Kucia M. (2018). Wykorzystanie zaangażowania klientów w działalności marketingowej przedsiębiorstwa [The use of customer engagement in corporate marketing activities], Katowice: Wydawnictwo UE w Katowicach. Search in Google Scholar

47. Kumar V., Aksoy L., Donkers B., Venkatesan R., Wiesel T., & Tillmanns S. (2010). Undervalued or Overvalued Customers: capturing Total Customer Engagement Value. Journal of Service Research, 13(3), 297–310.10.1177/1094670510375602 Search in Google Scholar

48. Kurzyk B. (2014). Potencjał wykorzystania reklamy natywnej dla celów budowy siły marki [The potential of using native advertising to build brand strength]. [CD-ROM], Marketing i Rynek, 11, 204–212. Search in Google Scholar

49. Landroguez S. M., Castro C. B., & Cepeda-Carrión G. (2013). Developing an integrated vision of customer value. Journal of Services Marketing, 27(3), 234–244.10.1108/08876041311330726 Search in Google Scholar

50. Leuthesser L., Kohli, C. S, & Harich, K. R. (1995). Brand equity: the halo effect measure. European Journal of Marketing, 29(4), 57–66.10.1108/03090569510086657 Search in Google Scholar

51. Lichtenstein D. R., Netemeyer R. G., & Burton S. (1990). Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective. Journal of Marketing, 54(3), 54–67.10.1177/002224299005400305 Search in Google Scholar

52. Łada M. &Kozarkiewicz A. (2010). Zarządzanie wartością projektów [Managing the value of projects], Warszawa: Wyd. C.H. Beck. Search in Google Scholar

53. Łukasik P. & Schivinski B. (2015). Pomiar kapitału marek własnych detalistów [Measuring retailers’ own brand equity], Annales Universitatis Mariae Curie-Skłodowska, 44(1), 81–88.10.17951/h.2015.49.1.81 Search in Google Scholar

54. Maciejewski G. (2014). Zachowania konsumentów w dobie postmodernizmu [Consumer behaviour in the postmodern era]. Marketing i Rynek, 8, 1129–1135. Search in Google Scholar

55. Maciejewski G., Mokrysz S., & Wróblewski Ł. (2020). Consumers Towards Marketing Strategies of Coffee Producers, Wageningen: Wageningen Academic Publishers.10.3920/978-90-8686-905-3 Search in Google Scholar

56. Maciejewski G. & Krowicki P. (2021). Virtual Environment as a Space of Shopping Center Customer Engagement. Problemy Zarządzania, 4(94), 81–100.10.7172/1644-9584.94.6 Search in Google Scholar

57. Martí J., Bigné E., Hyder A. (2014). Brand engagement. In: L. Moutinho, E. Bigné, A. K. Manrai (eds.), The Routledge Companion to the Future of Marketing, London, New York: Routledge. Search in Google Scholar

58. Maslowska E., Malthouse E.C., & Collinger T. (2016). The customer engagement ecosystem. Journal of Marketing Management, 32(5), 469–501.10.1080/0267257X.2015.1134628 Search in Google Scholar

59. Mazurek-Łopacińska, K. (2021). Zachowania konsumentów na współczesnym rynku. Perspektywa marketingowa [Consumer behaviour in the contemporary market. A marketing perspective], Warszawa: Polskie Wydawnictwo Ekonomiczne. Search in Google Scholar

60. Monroe K.B. (1990). Pricing: Marketing Profitable Decisions, New York: Mc Graw-Hill. Search in Google Scholar

61. Muntinga D.G., Moorman M., & Smit E. G. (2011). Introducing COBRAs. Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46.10.2501/IJA-30-1-013-046 Search in Google Scholar

62. Netemeyer, R. G., Lrosjmam, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J. & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 54, 209–224.10.1016/S0148-2963(01)00303-4 Search in Google Scholar

63. Ngo H. Q., Nguyen T. H., & Kang G. D. (2019). The effect of perceived value on customer engagement with the moderating role of brand image: a study in Vietnamese restaurants, International Journal of Innovative Technology and Exploring engineering, 8, 451–461. Search in Google Scholar

64. Ogilvy D. (1985). Ogilvy on Advertising, New York: First Vintage Book. Search in Google Scholar

65. Pabian A.M. (2020). Kształtowanie oferty przedsiębiorstwa [Shaping a company’s offer]. In: A. Czubała, R. E. Niestrój, A. M. Pabian (eds.) Marketing w przedsiębiorstwie — ujęcie operacyjne, Warszawa: PWE. Search in Google Scholar

66. Park C. W., Jaworski B. J, & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135–145.10.1177/002224298605000401 Search in Google Scholar

67. Patterson P., Yu T., & de Ruyter K. (2006). Understanding Customer Engagement in Services, In: Proceedings of ANZMAC 2006, Conference, Brisbane. Search in Google Scholar

68. Pitcher A.E. (1985). The Role of Branding in International Advertising. International Journal of Advertising, 4(3), 241–246.10.1080/02650487.1985.11105067 Search in Google Scholar

69. Pluta-Olearnik, M., (2019). New generations of students from the perspective of value-co creation at University. Marketing Instytucji Naukowych i Badawczych. 4(34), 1–20.10.2478/minib-2019-0049 Search in Google Scholar

70. Polański, P. Marka jako źródło wartości dla klienta [Brand as a source of customer value], In: Dobiegała-Korona, B. & Doligalski T. (ed.), Zarządzanie wartością klienta. Pomiar i strategie, Warszawa: Poltext. Search in Google Scholar

71. Porter M. (1985). Competitive Advantage. Creating and Sustaining Superior Performance, New York: The Free Press. Search in Google Scholar

72. Raggio R.D. & Leone R.P. (2007). The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. Journal of Brand management, 14, 380–395.10.1057/palgrave.bm.2550078 Search in Google Scholar

73. Rajavi K., Kushwaha, T., & Steenkamp, J-B. E. M. (2019). In Brands We Trust? Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activites. Journal of Consumer Research, 46, 651–670.10.1093/jcr/ucz026 Search in Google Scholar

74. Ravald A. & Grönroos Ch. (1996). The Value Concept and Relationship Marketing. European Journal of Marketing, 30(2), 19–30.10.1108/03090569610106626 Search in Google Scholar

75. Rytel O. (2008). Silna marka — fundament wartości przedsiębiorstwa [A strong brand — the foundation of a company’s value]. Studia i Prace Wydziału Nauk Ekonomicznych i Zarządzania, 7, 557–565. Search in Google Scholar

76. Schivinski B. & Łukasik P. (2017). Wymiary kapitału marki jako moderatory związku pomiędzy kapitałem marki bazującym na konsumencie i skłonnością konsumenta do angażowania się w treści związane z markę w mediach społecznościowych [Brand capital dimensions as moderators of the relationship between consumer-based brand capital and consumer propensity to engage with brand content on social media]. Handel wewnętrzny, 1(366), 80–90. Search in Google Scholar

77. Shah S. (2004). Understanding the Nature of Participation & Coordination in Open and Gated Source Software Development Communities, In: Academy of Management Annual Meeting Proceedings, 2004, 46–50.10.5465/ambpp.2004.13857484 Search in Google Scholar

78. Sheth J. N., Newman B. I., & Gross B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22, 159–170.10.1016/0148-2963(91)90050-8 Search in Google Scholar

79. Sinha I. & DeSarbo W. S. (1998). An integrated approach toward the spatial modelling of perceived customer value. Journal of Marketing Research, 45, 236–259.10.1177/002224379803500209 Search in Google Scholar

80. Sojkin B. (2015). Uwarunkowania działalności marketingowej instytucji naukowych i badawczych [Determinants of marketing activity at scientific and research institutions]. Marketing instytucji naukowych i badawczych, 1(15), 20–32. Search in Google Scholar

81. Sobocińska M. (2015). Uwarunkowania i perspektywy rozwoju orientacji rynkowej w podmiotach sfery kultury [Determinants and perspectives for market orientation development in entities in the cultural sector], Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, Wrocław 2015. Search in Google Scholar

82. Szarucki M. & Bugaj J. (2016). Metody identyfikacji problemów zarządzania w organizacji — próba typologii [Methods of identifying management problems in an organisation — an attempt at a typology]. Journal of Management and Finance, 14(2), 435–450. Search in Google Scholar

83. Szymura-Tyc M. (2006). Marketing we współczesnych procesach tworzenia wartości dla klienta i przedsiębiorstwa [Marketing in contemporary customer and business value creation processes], Katowice: Wydawnictwo Akademii Ekonomicznej w Katowicach. Search in Google Scholar

84. Urban S. (2004). Zarządzanie marką produktów i usług [Brand management for products and services]. Zeszyty Naukowe Wałbrzyskiej Wyższej Szkoły Zarządzania i Przedsiębiorczości, 25(2), 4–11. Search in Google Scholar

85. Walter A., Ritter T., & Gemünden H. G. (2001). Value creation in buyer-seller relationship: Theoretical considerations and empirical results from a supplier’s perspective. Industrial Marketing Management, 30(4), 365–366.10.1016/S0019-8501(01)00156-0 Search in Google Scholar

86. Witczak O. (2013). Budowanie wartości marki w serwisie społecznościowym [Building brand value in a social network]. Zeszyty Naukowe Uniwersytetu Szczecińskiego, 32, 444–446. Search in Google Scholar

87. Verhoef P. C., Reinartz W. J., & Krafft M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247–252.10.1177/1094670510375461 Search in Google Scholar

88. Vivek S. D., Beatty, S. E., & Morgan R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20 (2), 127–145.10.2753/MTP1069-6679200201 Search in Google Scholar

89. Vohra, A. & Bhardwaj, N. (2019). Customer engagement in an e-commerce brand community. An empirical comparison of alternate models. Journal of Research in Interactive Marketing, 13(1), 2–25.10.1108/JRIM-01-2018-0003 Search in Google Scholar

90. Zeithaml V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22.10.1177/002224298805200302 Search in Google Scholar

91. Żyminkowska K. (2018a). Źródła teoretyczne, istota, formy oraz modele customer engagement [Theoretical sources, essence, forms and models of customer engagement], In: Żyminkowska, K., Wiechoczek, J., Kieżel, M., Żyminkowski, T., Zjawisko customer engagement wśród polskich konsumentów, Warszawa: PWN. Search in Google Scholar

92. Żyminkowska K. (2018b), Customer engagement i customer value — o związkach między kluczowymi kategoriami współczesnego marketingu relacji [Customer engagement and customer value — the relationship between key categories in contemporary relationship marketing], In: K. Żyminkowska (eds), Nowe koncepcje w nauce o marketingu i rynkach. Księga Jubileuszowa dedykowana Profesorowi Leszkowi Żabińskiemu, K. Żyminkowska (red.), Prace Naukowe Uniwersytetu Ekonomicznego w Katowicach, 175–177. Search in Google Scholar

93. Żyminkowska K. (2019). Customer Engagement in Theory and Practice. A Marketing Management Perspective, Cham: Palgrave Macmillan.10.1007/978-3-030-11677-4 Search in Google Scholar

94 Żyminkowska K. & Żyminkowski T. (2016). Angażowanie (się) klientów we współtworzenie wartości — formy, uwarunkowania i efekty [Customer involvement in co-creation of value — forms, conditions and effects]. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 459, 103–120. Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo