000079660 001__ 79660
000079660 005__ 20190819103726.0
000079660 0247_ $$2doi$$a10.1108/JPBM-06-2013-0326
000079660 0248_ $$2sideral$$a87050
000079660 037__ $$aART-2014-87050
000079660 041__ $$aeng
000079660 100__ $$aWallace, Elaine
000079660 245__ $$aConsumer engagement with self-expressive brands: Brand love and WOM outcomes
000079660 260__ $$c2014
000079660 5060_ $$aAccess copy available to the general public$$fUnrestricted
000079660 5203_ $$aPurpose: The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include brand love and advocacy, where advocacy incorporates WOM and brand acceptance. Design/methodology/approach: Findings are presented from a survey of Facebook users who engage with a brand by “liking” it. Findings: Brands “liked” are expressive of the inner or social self. The study identifies a positive relationship between the self-expressive nature of brands “liked” and brand love. Consumers who engage with inner self-expressive brands are more likely to offer WOM for that brand. By contrast, consumers who engage with socially self-expressive brands are more likely to accept wrongdoing from a brand. Research limitations/implications: The research is exploratory and is limited to consumers who are engaged with a brand through “liking” it on the Facebook social network. Practical implications: The study offers suggestions for managers seeking to enhance brand engagement through Facebook “liking”, and to encourage positive brand outcomes (such as WOM) among consumers already engaged with a brand on Facebook. Originality/value: This paper provides new insights into consumer brand engagement evidenced through Facebook “liking”. It charts the relationship between “liked” self-expressive brands and brand love. Distinctions are drawn between brand outcomes among consumers who “like” for socially self-expressive reasons, and consumers who are brand engaged by “liking” to express their inner selves.
000079660 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S09-GENERES Group$$9info:eu-repo/grantAgreement/ES/MICINN/ECO2009-08283
000079660 540__ $$9info:eu-repo/semantics/openAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000079660 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000079660 700__ $$0(orcid)0000-0001-6631-8909$$aBuil, Isabel$$uUniversidad de Zaragoza
000079660 700__ $$aChernatony, Leslie de
000079660 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000079660 773__ $$g23, 1 (2014), 33-42$$pJ. prod. brand manag.$$tJournal of Product and Brand Management$$x1061-0421
000079660 8564_ $$s165585$$uhttps://zaguan.unizar.es/record/79660/files/texto_completo.pdf$$yPostprint
000079660 8564_ $$s41802$$uhttps://zaguan.unizar.es/record/79660/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000079660 909CO $$ooai:zaguan.unizar.es:79660$$particulos$$pdriver
000079660 951__ $$a2019-08-19-09:42:29
000079660 980__ $$aARTICLE