[雙語(yǔ)翻譯]品牌資產(chǎn)外文翻譯--消費(fèi)者參與品牌資產(chǎn)創(chuàng)造（英文）

1、 Procedia - Social and Behavioral Sciences 156 ( 2014 ) 479 – 483 Available online at www.sciencedirect.com ScienceDirect1877-0428 © 2014 The Authors. Published by Elsevier Ltd. This is an open access article

2、 under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/). Peer-review under responsibility of the Kaunas University of Technology. doi: 10.1016/j.sbspro.2014.11.225 19th International Scientif

3、ic Conference; Economics and Management 2014, ICEM 2014, 23-25 April 2014, Riga, Latvia Consumer engagement into brand equity creation Rita Kuvykaitea*, Zaneta Piligrimieneba, b Kaunas University of Technology, K. Donel

4、ai?io g. 73, LT-44029 Kaunas, Lithuania Abstract Though there are number of studies about consumer brand engagement, there is still a lack of research, analysing how to engage consumers in value creation in pursuance of

5、 higher brand equity. This article deals with identification of company-related and consumer-related factors that influence consumer brand engagement; it defines important constructs of consumer engagement behaviour an

6、d objects of consumer brand engagement. Finally, a conceptual model of consumer engagement into brand equity creation, which indicates what kind of consumers and how they should be engaged into value creation, seeking f

7、or higher brand equity, is provided, which opens some new research and knowledge horizons © 2014 The Authors. Published by Elsevier Ltd. Peer-review under responsibility of the Kaunas University of Technology. Ke

8、ywords: Consumer engagement; consumer engagement behaviour; consumer brand engagement; value creation; brand equity. 1. Introduction Every company tries to manage strong and well-known brands. The brand offers for consum

9、er the unique advantages that could not be acquired with other brands. Brand advantages are understood as brand value for customer. Thus brand equity enhances the likelihood of brand preference, leads to consumer loyal

10、ty and protects from competitive threats. For brands being marketable and creating value for customers, companies have to take into account the needs and requirements of consumers. One of the approaches is to involve c

11、onsumers into brand management. Consumers that are engaged with the brand not only provide the information needed, but help companies to create brands that correspond to consumer‘s individual needs as well. Consumer br

12、and engagement * Corresponding author. Tel.: +370 37 300 586. E-mail address: rita.kuvykait@ktu.lt 1 This research was funded by a grant (No. VP1-3.1-?MM-07-K-03-083) from the Research Council of Lithuania © 2014 T

13、he Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/). Peer-review under responsibility of the Kaunas University of Techn

14、ology.481Rita Kuvykaite and Zaneta Piligrimiene / Procedia - Social and Behavioral Sciences 156 ( 2014 ) 479 – 483 through interaction between community and brand, as well as between the members within the commun

15、ity, the three-party relationships are born and the brand value is created. According to Louro et al. (2001), company can get benefits from brand communities in several aspects. The major part of community members rep

16、resents the brand consumers, whose involvement is related to brand loyalty. Communities could create value by sharing user experience or recommendations. However, company should assess the possible risk of brand commun

17、ity, which is related to public information sharing on Internet among community members, and an exposure of this information to competitors. Moreover, the user experience is not always positive and it can have negative

18、 impact on brand value. The Service dominant logic perspective reveals that companies should not only monitor market and react to consumer‘s needs, but have to provide additional services for consumers as well. Gradual

19、ly, Goods Dominant Logic (G-D logic) switched to Service Dominant Logic (S-D logic), where consumer is perceived as no longer only passive user, but as having an active role in value creation. According to Vargo et a

20、l. (2004), S-D logic is based on the main exchange element, which is called value ?co- creation“. The process of co-creation can be passive as well as active. In the case of passive co-creation, company does not put man

21、y efforts into creation and retention of relationships with consumers. The interaction appears only at the moment of selling products to consumers. Meanwhile the active co-creation involves conscious and continuous com

22、munication with consumers not only at the moment of selling, but also during all the processes of co-creation. Thus passive co-creation mainly reflects value exchange, whereas active co-creation encompasses not only val

23、ue creation, but also its development together with consumers. Active co-creation requires from company to motivate consumers to engage into value creation. During co-creation, the new products are created, the new mar

24、keting communications are developed and the social experience of consumers is formed (Prahalad et al., 2004). Joint actions of a company and a consumer could create value for both a consumer and a company. Dimensions

25、and stages of consumer engagement. Many authors relate the term ?consumer engagement” with some behavioural, emotional and consumers cognition efforts or commitment. Hollebeek (2011) while analysing consumer brand enga

26、gement, distinguishes cognitive, affective and behavioural engagement dimensions. At first consumer gets familiar with a brand, which later evokes some particular emotions that could be positive or negative, and eventu

27、ally these emotions stimulate the consumer to act, i.e., the consumer is not a passive user, but an active participant, who gives some input into brand value creation. According to Higgins et al. (2009), the more consum

28、ers are engaged, the bigger value is created. With reference to brand equity dimensions, proposed by Aaker (1991) - familiarity, perceived quality, associations and brand loyalty – Boyle (2007) identifies 5 stages o

29、f consumer engagement in brand equity creation: 1) the development of a new product with unique perceived product attributes, 2) the creation of brand awareness through marketing and other communications, 3) consumer i

30、nterpretation of marketing and other communications to form pre-consumption brand association, 4) consumption of the product and the formation of post-consumption associations, 5) repurchase and the intensifying percep

31、tion of unique benefits leading to brand loyalty. Based on existing research results, it can be concluded that consumers could actively participate in brand value creation through engagement into the process of new pro

32、duct and brand marketing communications creation, and brand buying behaviour. Factors influencing consumer engagement behaviour. The studies of the factors, influencing consumer engagement behaviour, (Plé, Lecoc

33、q Van Doorn, Lemon, Mittal, Nass, Pick, Pirner help for the customer to understand what its expectations are, developing its customers’ ability to participate, and motivation of the customer to participate. The studi

34、es on the factors, influencing consumer brand engagement, usually are related with consumer engagement in new product creation in virtual environment (Füller, 2006), brand communities (Porter, et. al., 2011; Wirtz