79660 20190819103726.0 doi 10.1108/JPBM-06-2013-0326 sideral 87050 ART-2014-87050 eng Wallace, Elaine Consumer engagement with self-expressive brands: Brand love and WOM outcomes 2014 Access copy available to the general public Unrestricted Purpose: 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. info:eu-repo/grantAgreement/ES/DGA-FSE/S09-GENERES Group info:eu-repo/grantAgreement/ES/MICINN/ECO2009-08283 info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion (orcid)0000-0001-6631-8909 Buil, Isabel Universidad de Zaragoza Chernatony, Leslie de 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 23, 1 (2014), 33-42 J. prod. brand manag. Journal of Product and Brand Management 1061-0421 165585 http://zaguan.unizar.es/record/79660/files/texto_completo.pdf Postprint 41802 http://zaguan.unizar.es/record/79660/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:79660 articulos driver 2019-08-19-09:42:29 ARTICLE