Consumer Brand Engagement Concept and Measurement: Toward a Refined Approach

This paper revisits conceptual and operational consumer brand engagement (CBE) definitions from the consumer behavior and marketing literature, with the objective of developing a CBE scale drawing upon Expectancy Theory for clear delimitations of its dimensions, and increased power to discriminate them theoretically and empirically. Two qualitative and three quantitative studies were conducted using both structural equation modeling and multiple item response theory. Results point to a more parsimonious operationalization of the CBE measure, with well-delimited dimensions and improved discrimination capacity, which is better able to capture consumers’ levels of engagement in its different manifestations compared to preexisting scales.