Professional Documents
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57 Issue 4
Introduction
We live in an increasingly complex world, which is always in turmoil
and whose pace of change is becoming progressively more disruptive.
Consumers are difficult to satisfy and fine-tune with, since they are eager to
co-create meaningful content to relate to their brands and products (Cova
et al. 201 f). They claim to be listened to, to be involved in, to be entrusted
with the production of brand-related content. They feel deeply the need
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International Journal of Market Research Vol. 57 Issue 4
literature, both theoretical and managerial, and they seem to pave the
way to a distinction of this concept versus other less recent concepts (e.g.
attachment, commitment, loyalty), which have been generally conceived so
far as less open, wide, dynamic and comprehensive than CBE.
CBE is a recent concept in the marketing literature, expanding the domain
of relationship marketing (Vivek et al. 2011) and, more specifically, that of
consumer-brand relationships (Fournier 1998). The concept of CBE has
become increasingly important in the academic and managerial marketing
debate over the past few years, as Brodie et al. (2011) and Gambetti
and Graffigna (2010) pointed out, having recently been recognised as a
central marketing issue by the Marketing Science Institute (2010). CBE
has been seen by academics as a fundamental driver of both consumer
decision-making process (Bowden 2009; Sprott et al. 2009) and brand
equity (Hoeffler & Keller 2002; Schultz & Block 2011), being considered
by marketers a priority in branding strategies (Hollebeek 2011a).
In the current academic marketing debate there is a clear intention
towards the development of a unitary definition of the CBE concept
(Brodie et al. 2011), however a shared and comprehensive definition of
CBE is still to be framed. Moreover, the consumers perspective on the
phenomenon has been neglected so far and there havent been any studies
aimed at exploring and understanding consumers narratives related to
their engaging relationship with a brand.
On the basis of this premise, in this paper we present the evidence of a
first empirical and context-driven effort to put forth a conceptual foundation
of the CBE construct based on depth analysis of consumers experiences
and sensitivities in such an evolving market scenario. We first provide a
focused literary review of CBE in the marketing debate, then we present the
purpose of our study, illustrating how it is positioned in the frame of extant
conceptual literature and how it is methodologically pursued, and then we
present and discuss from both theoretical and managerial standpoints the
empirical findings related to our grounded theory study, putting forth a
preliminary conceptual framework of the CBE construct.
D e fin in g t h e CBE c o n c e p t
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Study objectives
Building on Gambetti et al.s (2012) preliminary empirical attempt to
inductively build the conceptual foundations of the CBE construct,
considered as a fundamental dynamic psycho-social process, our study is
aimed at exploring the consumers subjective meaning-making experience
related to the CBE phenomenon and to its development. In particular, our
study is aimed at: (1) understanding the distinctive characteristics of CBE
from the consumers standpoint; (2) outlining the evolutionary phases of
the CBE process, based on direct consumers experiences.
Building on the evidence of our study, we will put forth a preliminary
conceptual framework of the CBE construct and its related development
phases that will serve as the basis for a second-level conceptualisation we
will carry out in the future, relying on the further developments of our
in-depth comprehensive inductive study.
Research m eth o d o lo g y
Our study was qualitative in its nature and designed according to grounded
theory methodology (Charmaz 2006). Grounded theory is an inductive,
bottom-up research approach used widely in the social sciences (Glaser &
Strauss 1967). This approach provides a systematic analytical process to
drive the discovery of theories, moving from the depth analysis of data. As
opposed to more consolidated, neo-positivistic research perspectives that
prescribe top-down, hypothetical deductive approaches to data collection,
grounded theory does not begin with strong hypothesis, but rather
assumes an exploratory and unstructured approach to data collection and
analysis. Particularly, in our research case, data were collected throughout
semi-structured interviews on a sample of consumers purposively selected
according to the criteria of theoretical sampling (Charmaz 2006).
Theoretical sampling means that participants are selected on the basis
of the emerging analysis, and the theory being developed from data is
subsequently modified from data obtained from the next participants. In
total, 41 consumers were face-to-face interviewed since this number of
participants allowed us to achieve data saturation (Glaser & Strauss 1967;
Glaser 1978). Interviewees were Italians of both genders, aged between 18
and 35, and all were:
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Grounding consum er-brand engagem ent
M a r k e t s e c to r B ra n d M a r k e t s e c to r B ra n d
Apparel Burberry Technology Apple
Converse Nokia
Ralph Lauren Sony
Luis Vuitton BlackBerry
Nike Samsung
Max&Co Automotive BMW
Zara Alfa Romeo
Adidas Flarley-Davidson
Intimissimi Fiat 500
Benetton Mini
Celine Vespa Piaggio
Liu Jo Fast-moving Nivea
Accessories Pandora consumer goods Nutella
Furla Mulino Bianco
Breil Amaro Averna
Lancome Coca-Cola
Tiffany Vanity Fair
Thun Gazzetta Dello Sport
Furla
Coccinelle
Bershka
Carpisa
Accessorize
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a clear brand identity for consumers, and among top media communication
spenders in their sectors (UPA 2013). We purposively conducted only one
interview per brand considered, in order to have greater coverage of brands
and market sectors. These selection criteria seemed to us critical to explore
the concept and the practice of CBE in the consumers perspective. The
variety of interviewees allowed us to sample a multiplicity of experiences,
which are both significant and prototypical of the different market sectors, as
well as different among themselves, so as to develop a deeper understanding
of our research object (Seale et al. 2007; Morse et al. 2009).
Interviews lasted around one hour and were semi-structured. The interview
guide was progressively structured and revised according to emergent insights
from data analysis. The interviews were mainly aimed at eliciting consumers
narratives about their brand linkage, the story of their relationship with
the brand, and the feelings and meanings associated to their experience
of CBE. Interviews also deepened the analysis of all contextual elements
that, in consumers experience, did play a role in facilitating or inhibiting
their relationship with the brand; integral transcripts of all interviews were
analysed according to the procedure of grounded theory content analysis,
which requires three sequential phases of coding: a first analysis step named
open coding, which implies a preliminary identification of concepts that fit
with data; a second analysis step, named axial coding, which consists of the
progressive aggregation and condensation of codes into broader categories;
and a final analysis step - selective coding - consisting of the abstraction
from data and the interpretive detection of connections among categories
in order to find the core category (i.e. the pivotal concept that articulates
the whole process under investigation). This complex and systematic coding
procedure was aimed at describing the elements implied in the development
of the CBE process and at defining its evolutionary phases. The analysis
was supported by the software Atlas.ti 6.0 (Muhr 1991), which allowed the
systematic treatment of the corpus of data, keeping explicit track of all coding
steps. Atlas.ti made it easy to retrieve quotations attached to each singular
code in order to support the researchers in going backwards and forwards
from data to categories, and thus in keeping analytical interpretations well
grounded into data. Furthermore, Atlas.ti allowed the researchers to build a
first theoretical framework of CBE by exploring and statistically weighting
associative connections among emergent categories. This complex coding
process was conducted in parallel by two researchers and discussed in several
meetings in order to fine-tune the used coding system and to guarantee the
rigour of the analytical process (Morse et al. 2009) (see Table 2 for a detailed
illustration of the coding procedure).
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Grounding consumer-brand engagement
The analysis was mainly devoted to detect the pivotal elements that
determined consumers emotional linkage towards the brand and to
conceptually draft a grounded framework of the CBE process, on the
basis of consumers direct experiences. We thus mainly searched for
commonalities about the different interviews and we treated emerging
differences as important interpretative cues to proceed in our theoretical
sampling and in the better drafting of our interview guide, in order to
finally achieve the detection of the core category common to all the
collected stories.
Findings
N./ \ ^
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P o s s ib le P o s s ib le S o c ia l C o m m u n ic a tio n
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w o rd s m y s e lv e s a g g r e g a to r channel
\ ^
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International Journal of Market Research Vol. 57 Issue 4
When I see that branded products I think that they mirror my personality. I mean,
there are things that when I see them I think: thats me! (male, 28 years old,
Luis Vuitton)
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Grounding consumer-brand engagement
is the same: you can travel throughout it, or thanks to it, and imagine yourself in
different places, (male, 27 years old, BMW consumer)
I confess that when I wear my Converse shoes I feel more at ease, particularly
when I meet new people: I think that my Converse speak for myself and they tell
who I am to the others, (female, 23 years old, Converse consumer)
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We passed the love for this brand from generation to generation. I think Ill do the
same with my children, (male, 35 years old, Burberry consumer)
Such an orientating function of the brand also appears crucial with reference
to contexts and cultures: for consumers an engaging brand should be the
one able to make them feel at home in any situation or country they are
in. Like a real compass, which orientates consumers, the brand should
encourage the expression of consumers performance as well as facilitate
their choices across time frames and contextual situations. The brand in
this perspective is perceived as a milestone in consumers lives, and as a
reference point that allows consumers to best perform their consumption
experiences in every part of the world. In order to accomplish this
psychological function the brand promises must be perceived as believable,
trustworthy and durable.
I just bought and renovated my new apartment and I enjoyed buying new Thun
objects to personalise it. They just make me feel at home ... wherever I am,
wherever I go! (female, 35 years old, Thun consumer)
When I travel I bring my Apple apparels with me and I suddenly feel comfortable,
(male, 31 years old, Apple consumer)
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When I see a Furla shop, I instinctively feel like I know that place, even though
Im in a town I never visited before, (female, 23 years old, Furla consumer)
I honestly feel like it is a human being, (female, 25 years old, Fiat 500 consumer)
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I will never lend my Harley-Davidson. I would be too afraid that someone may
spoil it. (male, 36 years old, Harley-Davidson consumer)
Finally, a third and more intense phase of CBE can occur, which is
experienced by consumers as a symbiotic relationship with the brand;
this phase represents the highest level of engagement, usually consolidated
through a long-term trust bond between consumer and brand, driving an
extremely strong commitment of consumers in the relationship with the
brand that becomes both indispensable and an inestimable source of
identification and planning of consumption and other experiences. At
this stage consumers dont even question their relationship with the brand,
which is taken for granted and perceived as an embedded component of
their daily life. Consumers at this stage perceive the brand as a propelling
element that makes sense and enriches their life, acting as a kindred spirit
that constantly informs their experiences and view of the world. Hence at
this stage consumers become brand ambassadors, behaving as exemplar
users of the brand, and advocating for it in their social exchanges. Engaged
consumers at this stage also try to involve other consumers in their
fulfilling relationship with the brand, by sharing their branded products
with friends, by offering them as a precious gift, or by testifying the brand
value and quality over time and contexts in peer exchanges. Furthermore
at this stage consumers forecast that their engagement relationship with
the brand will be long lasting and they declare they are ready to pass the
brand inter-generationally, as a witness of unchangeable quality, deep
fulfilment and complicit closeness.
I feel like the brand is a part of myself. It is a source of identification. But it is also
somehow complementary to me. It makes me feel more complete, more settled,
(male, 31 years old, Lancome consumer)
I cannot even imagine myself not using this brand. It is part of my story, so I guess
it will be part of my future. It is a distinctive element of me. (female, 24 years old,
Benetton consumer)
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The Facebook group dedicated to the brand is very interesting to me ... and it
makes me feel the brand is alive. 1 think the web is a very important channel
to make you closer to your favourite brand, (female, 27 years old, Pandora
consumer)
I remember downtown, open air events. Those were really fun and also a good
occasion to get in contact with the brand and with other people that like it. (male,
28 years old, Chino Sanpellegrino consumer)
Discussion
Building on Gambetti et al.s (2012) preliminary empirical attempt to
inductively build the conceptual foundations of the CBE construct, this
qualitative study casts light on the multifaceted CBE experience that
develops in time, and implies the synergistic activation of consumers at
their emotional, cognitive, social and behavioural level. CBE seems to be
shaped by a complex psychological contact experience between consumer
and brand, in which the brand gets incorporated in consumers imagery,
social networking and intergenerational life experiences by acting as their
dream carrier, relationship facilitator and compass.
As in a real human relationship, the brand, perceived as a life mate,
needs to become part of consumers daily lives, and to sustain their future
life plans and trajectories, acting as a constant presence for them that
makes sense to them and is fully integrated into their life experiences.
Furthermore, in order to be genuinely engaging, the brand should also
play an aggregation and interpersonal communicative function (Velotsou
2009) in order to encourage consumers social and interpersonal abilities,
and to make fluid their peer exchange by enhancing their self-concept and
their sense of self-actualisation (Sprott et al. 2009). To do this, the brand
should enhance the linking value it has for consumers - that is, a form of
value individually perceived by consumers with reference to the capability
of a branded product to allow and support social interaction and sharing,
as well as communal meaning-making between brand and consumers, and
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We believe the evidence of this study may contribute to set the future
agenda of CBE research and practice. Nevertheless, our results need
further confirmation and refinement due to the fact that they refer to a
relatively small sample of interviewees. A quantitative verification based
on a statistically representative sample of the consumer population would
add robustness to our evidence. Furthermore our study focused mainly on
product brands devoted to a wide market, characterised by a high symbolic
value and a clear brand identity; thus some distinctive characteristics of
CBE highlighted in our conceptual framework might not be applicable
to other brand categories. Further studies are needed that explore the
suitability of our CBE conceptual framework for other market sectors
and types of brands. Moreover, since our study shows the process-based
nature of CBE, which develops in the daily life of consumers, it would
be interesting to verify this dynamic path of consumers bond with their
brands with a longitudinal study, able to explore changes in time related
to consumers subjective experiences and concrete behaviours enacted
towards their brands. Finally, a broader cross-cultural analysis of our CBE
conceptual framework stability might provide interesting insights to the
marketing community and suggest implications for international brand
practices across different consumer cultures.
References
Advertising Research Foundation (ARF) (2006) Engagement: definitions and anatomy. Available
online at: www.arf.org (accessed 1 January 2008).
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A bo ut th e authors
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