15 Questions
What is the key driver of Customer-Brand Engagement (CBE) according to various studies?
Emotional bond between the customer and the brand
What is a consequence of a satisfied and emotionally attached customer-brand relationship?
Transformation of customers into active brand ambassadors
Which of the following is NOT a consequence of Customer-Brand Engagement (CBE)?
Decreased customer retention
What is the role of brand love in customer-brand relationships?
It motivates consumers to approach the brand more frequently
What is the outcome of a strong emotional bond between the customer and a brand?
Customers treat themselves as part of the brand
What contributes to a luxury brand's memorable experience and luxury values?
Functional, experiential, and symbolic values
What stems from cognitive evaluations between consumers' expectations and a brand's performance?
Brand satisfaction
What can a cool luxury hotel brand offer to meet consumers' expectations?
Various values, including utilitarian, emotional, and symbolic
What is a broad indicator of a brand's performance?
The abovementioned characteristics
What is satisfaction defined as in the luxury hotel domain?
The overall evaluation of a brand's performance
What is Luxury Brand Consumption (LBC) considered to imply?
An improvement in social membership
What is a key factor in the relationship quality between consumers and a brand in the hospitality services domain?
Brand satisfaction
What is the result of a consumer engaging with a brand in a quality association?
Customer brand engagement
What is argued to promote customer engagement with brands?
Building and consolidating a satisfied and emotional relationship
What is a consequence of consumers perceiving their relationship with a brand as having been satisfied?
They are more likely to contribute to that brand's performance
Study Notes
Consumer-Brand Engagement (CBE)
- CBE is fostered by strong emotional bonds between the customer and a brand, leading to customers treating the brand as their own and devoting their hearts and minds to it.
- Brand love motivates consumers to approach the brand more frequently, generating consumer-brand interdependence, trust, and commitment.
Relationship Quality and CBE
- Relationship quality plays a crucial role in fostering CBE, and CBE is less likely to arise without strong emotional bonds between the customer and a brand.
- Satisfaction is an antecedent of various CBE-related outcomes, such as brand loyalty, word-of-mouth (WOM), and referral.
Luxury Hotel Brand Coolness (LBC) and CBE
- LBC is a socially constructed concept, implying that consumers' consumption of the brand will improve their social membership (e.g., exclusive, upper-class, glamorous, and sophisticated).
- LBC positively influences brand love, and building a satisfied and emotional relationship with consumers promotes their engagement with brands, leading to direct and indirect values.
Brand Satisfaction, Love, and CBE
- Satisfaction is one of the pillars forming the relationship quality between consumers and a brand in the hospitality services domain.
- Brand love fosters brand trust and commitment, the remaining pillars of relationship quality.
- CBE can be considered a result of the evolution of the customer-brand relationship, emphasizing the quality association between the customer and the brand.
Luxury Hotel Brand Performance and CBE
- Consumers who perceive their relationship with a brand as satisfied are more likely to contribute to that brand's performance.
- Luxury hotel brand performance is evaluated based on the customer's evaluation of their experience, including functional, experiential, and symbolic values.
- A cool luxury hotel brand can meet consumers' expectations by offering various values, contributing to their satisfaction.
This quiz assesses your understanding of Customer Brand Engagement (CBE), including the role of emotional bonds and relationship quality in fostering CBE. It explores the social exchange theory and norm of reciprocity in marketing and sales efforts.
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