The broad objective of this chapter is to understand the role of brand perception in enhancing consumer engagement in today's intense competition. This investigation validates that the power of a brand and brand perception in the consumer's mind has a lasting impact on consumer engagement. This chapter provides an in-depth study of various components of brand perception and how it facilitates resilient relationships with consumers for attaining the enduring success of a company.
TopEvolution Of Consumer Engagement
The concept of ‘consumer engagement’ came into existence in 2006 as a result of intense competition; when academicians and scholars had started thinking on the phenomena of strong connection with the brand. They derived this concept as an active component of ‘relationship marketing’.
The concept of consumer engagement was earlier observed from the viewpoint of consumers’ involvement and association with the product/brand promotions or offerings. Despite of different perspectives on the emerging concept of consumer engagement the researchers and scholars unanimously agreed the end result of it i.e. leading towards desired consumer behaviour such as favourable brand attitudes, buying intentions, and brand loyalty Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2021).
A common definition of ‘consumer engagement based on its relational foundations of interactive experience and the co-creation of value, is shown to represent an important concept for research in marketing and service management’ Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011).
Consumer engagement evolved as the engagement of consumers with consumers, company or a brand/product-using offline or online media (Moon, 2009). It was described as a behavioural manifestation toward the brand or firm that goes beyond transactions (Verhoef et al., 2010). Since then, it has evolved over a period of diverse viewpoints such as behavioural, cognitive and psychological state of consumers.
It was defined in a holistic manner “as the intensity of an individual's participation in and connection with the firm’s product/brand and/or firm’s activities, which either the consumer or the firm initiate” by Vivek et al. (2012). Further, it is constructed in five dimensions namely identification, attention, absorption, enthusiasm, experience and interaction (King, and Sparks 2014, 2016). It can be concluded consumer engagement includes all the activities which constantly keeps the consumer involved with the product or brand.
In a simplified manner consumer engagement can be understood as the amount of a product’s interaction with its consumers through the means of the company’s website, social media and various touch points during the course of the product life-cycle.
Thus, the ultimate goal of consumer engagement is to connect consumers with the positive brand experience and lead long-term relationship, brand loyalty, and word-of-mouth and purchase approvals (Moon, 2009).