Drivers, Constraints, and Consequences of Consumer-Brand Engagement in the Luxury Fashion Sector

Abstract

The purpose of this chapter is to conceptually explore the drivers and constraints of the Consumer Brand Engagement (CBE) concept in the context of the luxury fashion retail sector, along with identifying the resulting consumer behavioural outcomes for this specific industry genre. Using the theoretical lens of the CBE Scale, a consumer viewpoint is taken in order to gauge an in-depth understanding of engagement during or related to focal brand interactions, through the dimensions of Cognitive Processing, Affection and Activation. The CBE concept is gaining traction in branding academia due to its predictive qualities in determining consumer behavioural outcomes, such as loyalty, and so is considered insightful for luxury fashion management. Little research has been conducted in this discipline utilising the lens of CBE as a conceptual framework.