Antecedents and Consequences of Customer Brand Engagement: An Empirical Study in the Mobile Headset Category

Abstract

Mobile phone markets are one of the most turbulent market environments today due to increased competition and change. Thus, it is of growing concern to look at consumer buying decision process and cast light on the factors that finally determine consumer choices between different mobile phone brands. With its calculated roots in fields including psychology and authoritative conduct, the engagement idea is rising in the promoting writing, with preparatory exploration showing that connected with buyers may display more prominent dedication to central brands. Notwithstanding these progressions, the engagement idea stays underexplored to date. On this basis, this article deals with consumers' choice criteria in mobile phone markets by studying factors that leads to customer brand engagement and the consequences to it in the context of mobile headset brand. Findings indicate that brand self-congruity, involvement, and interactivity leads to customer brand engagement and which itself influences satisfaction, trust and commitment for mobile headset brands.