Abstract

VERA-MARTINEZ, Jorge  and  ORNELAS-SANCHEZ, Sidney. Engagement towards a product vs. towards a brand: A scale for the Mexican context. Contad. Adm [online]. 2021, vol.66, n.3, 00001.  Epub Feb 07, 2022. ISSN 0186-1042.  https://doi.org/10.22201/fca.24488410e.2021.1898.

The concept of consumer engagement has recently received increased attention as a relevant factor in marketing. This has led to several studies aiming to achieve better understanding and measurement for this construct. Engagement is distinct from other constructs such as involvement and participation; it also has been proposed as an antecedent to variables such as satisfaction and brand loyalty. In this article, a hypothesis about the difference between the level engagement (in its three dimensions) towards a product category and the level of engagement towards a particular brand in this category is discussed, tested and confirmed. In order to test the hypothesis, the process of adapting and debugging a scale to measure engagement in the Mexican context is also presented. The results of a series of empirical tests to verify the reliability and validity of the scale with Mexican consumers of grain coffee are presented as part of the process of refining the scale. Moreover, throughout predictive validity tests, engagement is confirmed as an antecedent of satisfaction and brand loyalty.

Keywords : Consumer engagement; Consumer involvement; Customer satisfaction; Brand loyalty; Brand engagement; Product engagement.

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