• Journal of Korea Society of Industrial Information Systems
• /
• v.24 no.3
• /
• pp.51-66
• /
• 2019

The purpose of this study is to investigate the effect of brand experience on brand engagement and customer delight on sports brands belonging to experiential products. In addition, we examined how brand engagement influences consumers' perceptions, emotions, and behavioral responses to brands. As a result, it was confirmed that the brand experience has a positive influence on the brand engagement, customer delight, and brand satisfaction. In particular, it has been confirmed that brand engagement has a positive influence on brand loyalty, so that customers with high brand engagement tend to establish a long-term relationship with the brand. In addition, brand satisfaction has a positive effect on customer delight. Therefore, it is necessary for the brand manager to utilize the brand experience elements and brand engagement to enhance the value of the long-term relationship between the customers and the brand.

• Journal of the Korea Convergence Society
• /
• v.8 no.6
• /
• pp.1-7
• /
• 2017

This study examined how the memory effect and the brand attitude effect differ according to the interaction (high / low) and the involvement (high / low) of digital signage. The two-way MANOVA analysis using SPSS 18 was used for the empirical analysis. The results of this study are as follows: First, GRM is recalled if the level of interactivity and inffence of digital signage is low, but if both conditions are high, ARM recalls. Second, if the interaction of digital signage is low and the level of engagement is high, a lot of memory information is formed that forms the overall attitude of the product. In addition, even though the interaction level is high and the engagement is low, the attitude cognitive response through the overall evaluation is formed rather than the attribute information. Third, brand attitude was positive when interactivity level was high and engagement level was high.

• Knowledge Management Research
• /
• v.24 no.2
• /
• pp.185-209
• /
• 2023

The air travel industry, which had shrunk with COVID-19, is gaining wings again. Accordingly, this study investigated whether non-verbal communication factors experienced through interaction with airline flight attendants for passengers who have traveled abroad within the past year through domestic airlines affect customer engagement and brand intimacy. A total of 285 samples were collected, and SPSS 28 and AMOS 26 programs were used to verify the reliability and validity of the research tool, the suitability of the model, and hypotheses. As a result of the empirical study analysis, it was confirmed that Paralanguage and Proxemics in non-verbal communication of flight attendants had a significant effect on customer engagement. Although it is different from the results of previous studies following changes in perspective after COVID-19, it once again confirmed the importance of airline crew communication in providing face-to-face services at the interface with passengers. In order to induce customer engagement, which is a new customer satisfaction management index. In addition, it was confirmed that customer engagement has a significant effect on brand intimacy. These results support the view that it is necessary to establish new customer management indicators of emotion and relationship marketing in the existing marketing centered on price reduction or securing loyalty. It was confirmed that interactions with flight attendants can contribute to customer engagement, and these results have important implications for those working in the air transportation industry.

• Journal of Service Research and Studies
• /
• v.11 no.4
• /
• pp.56-66
• /
• 2021

Customer engagement refers to the physical and emotional connection between customers and brands. If the customer's degree of engagement is high, they purchase more, promote more, and show more loyalty. This study suggests the following implications, starting from the assumption that engagement with various service activities in universities can increase loyalty to departments and Universities. In university services, customer engagement plays a important role in strengthening college loyalty after college students are satisfied with university. Although it has an effect on university satisfaction, it can play a big role in increasing the loyalty of marketing goals at a higher level after satisfaction. Among the central factors of university service engagement, it was found that students could increase their department and university loyalty through capacity building and job-related activities for future employment, and among the surrounding factors, friendship activities were a very important factor in department or school loyalty. It can be said that it is of paramount importance to establish a system that can strengthen loyalty through various programs that can build friendships with students. Further research did not verify the moderating effect of service engagement among student groups, but the high-credit group was found to have a very high degree of engagement not only in the central cues but also in the peripheral cues, which is thought to reverse the common sense that high-credit students will be relatively less immersed in the peripheral elements.

• Knowledge Management Research
• /
• v.23 no.3
• /
• pp.65-88
• /
• 2022

Companies actively engage with the public through social media to enhance sales and promote brand awareness, which was further encouraged by the pandemic. However, previous studies tend to consider companies as a group of identical features. This study focuses on the differences between B2B and B2C companies' social media content strategy in relation to user engagement. This study categorized KOSPI 100 companies that manage Facebook corporate fan pages into B2B and B2C, and then analyzed the contents they posted from January 1 to December 31, 2020. The result showed that B2C companies tended to use videos over images, prefer hashtags, and comment its product name more often compared to B2B companies. B2B companies preferred images, used more hyperlinks, and mentioned its company name more often. In B2B companies, images and length of text had positive effects on user engagement, while hyperlink and URL had negative effects. B2C companies' text length had positive effect on user engagement. This study provides practical implications to PR practitioners for establishing a social media strategy which enhances user engagement.

• The Research Journal of the Costume Culture
• /
• v.28 no.5
• /
• pp.621-638
• /
• 2020

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers' understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members' purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

• Journal of Information Technology Applications and Management
• /
• v.30 no.4
• /
• pp.65-76
• /
• 2023

On social media, companies create brand experiences while customers actively seek, consume, and generate brand-related content. Customer engagement plays a vital role in the marketing performance of social media-driven brands. This study explores the positive relationship between brand authenticity, aligning brand identity with image, and self-brand connection, aligning brand identity with consumers' self-concepts, on customer engagement and its subsequent impact on brand loyalty. The study surveyed 243 consumers engaged with brand-related social media content, validating hypotheses using structural equation modeling. Results confirmed that brand authenticity and self-brand connection positively affect customer engagement, which, in turn, boosts brand loyalty. These findings highlight the importance of companies enhancing brand authenticity and self-brand connection to drive customer engagement, with theoretical and practical implications provided.

• The Korean Journal of Franchise Management
• /
• v.13 no.1
• /
• pp.35-46
• /
• 2022

Purpose: With the rapid changes in the technical development and the trend of consumption trend, the convenience store industry is facing an unprecedented competitive situation in the consumption environment where the boundary between online and offline is broken due to the stagnation of offline distribution channels and the spread of online shopping. The biggest innovation strategy of the major convenience store brands in recent years are introducing the O2O (Online to Offline) platform and presenting new products and services beyond the boundaries of online and offline to transform themselves into Omni Channel stores. The study is designed to analyze the effect of innovativeness of convenience store as a stimulus in O2O platform which customers perceive on store loyalty, the final response to external stimuli, through customer engagement with convenience store brands. Specifically, the innovativeness of convenience stores was divided into types of core activities in corporate marketing and focused on innovations in services, products(proposals), promotions and experiences. Research design, data, and methodology: Various hypotheses have been developed to achieve this research purpose. The data were collected from 1,128 questionnaires the age between 15 and 60 who had experience using retail store apps and delivery apps and were analyzed using SPSS 22.0 and SmartPLS 3.3.7 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses were tested using structural equation modeling with SmartPLS 3.3.7 program. Results: First, service innovation has a positive effect on cognitive engagement. Second, product, promotion and experience innovation have a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: All four types of innovation and cognitive engagement have a positive effect on emotional engagement, which has a stronger effect on store loyalty than cognitive engagement. Thus, while innovation can build loyalty through emotional engagement, innovation strategies must be designed and pursued with caution in terms of impact through cognitive engagement may not achieve the planned goals.