The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth

摘要

Purpose - The purpose of this paper is to check for the effects of brand familiarity, customer brand engagement and self-identification on word-of-mouth (WOM) communication. Design/methodology/approach - A systematic review of the literature regarding brand familiarity and customer brand engagement CBE) was conducted and data were analyzed using structural equation modeling. Findings - The results revealed that brand familiarity had a positive impact on CBE; self-identification also had a positive impact on WOM communication. Research limitations/implications - The model was tested in the context of service sector; future research may investigate in different context. Practical implications - The framework advances insight into customer engagement and service dominant logic, which, despite having been recognized for their significant theoretical fit, have remained largely disparate in the literature. Originality/value - This study is among the first few attempts to examine the impact of brand familiarity on different dimensions, namely, cognitive, affective and activation dimensions of CBE. This study contributes to a more detailed description of the brand familiarity construct and improves understanding of WOM communication. The study provides implications for practitioners and marketers. Word-of-mouth, Customer brand engagement, Brand familiarity, Self-identification