Consumer Engagement with Self-Expressive Brands

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Consumer Engagement and Brands 1 Consumer Engagement with Self-Expressive brands: Brand love and Word of Mouth (WOM) Abstract Self-expression in brands nowadays is being understood as the capability of the brand to allow the customer to alter it as per his own identity The following study strives to understand consumer engagement with self-expressive brands leading to brand advocacy by consumers using positive Word Of Mouth and Brand Acceptance. Its main objective is to determine whether brand advocacy for self-expressive brands is performed well with Word of Mouth or by Brand Acceptance. This study will be carried out using surveys, interviews, internet depictions and several research studies already conducted in this regard.

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Table of Contents 1. Introduction 1.1. Background of the Study 1.2. Problem Statement 1.3. Research Questions 1.4. Objective of the Study 1.5. Significance of the Study 2. Literature Review 2.1. Previous Works 2.2. Literature Gap 3. Conceptual Model 3.1. Variables of Interest 3.2. Appropriate Model for the Study 4. Research Methodology 4.1. Population 4.2. Sample and Size 4.3. Data Collection Method and Sources 4.4. Instrument 4.5. Time Schedule 5. References Consumer Engagement with Self-Expressive brands: Brand love and Word of Mouth (WOM)

1. Introduction

1.1. Background of the Study

Consumer engagement is being considered nowadays as an important research topic as it is proving to be providing an improved academic insight into the behavior of consumer in complicated, shared and co-creative environments (Koller, 2009). In theory, consumer engagement is understood to be larger sphere of relationship marketing (Kozinets, et. al. 2010). It is considered largely that consumer engagement is merely the detail of relationship marketing theory. Specified interactive consumer experience formulates consumer engagement. For this reason consumer engagement holds the central position in the marketing system (Kozinets, et. al. 2010). Consumer engagement has been defined as the degree of the presence a customer’s physical, cognitive and emotional aspects in their relationship with an organization. Consumer engagement with self-expressive brands has an amplified effect.

1.2. Problem Statement

Self-expression in brands nowadays is being understood as the capability of the brand to allow the customer to alter it as per his own identity (Keller, Parameswaran, & Jacob, 2011). For instance, Freestyle fountain drink machines, were recently introduced by Coke in order to provide its customers with the option to mix selections from more than 100 choices into a drink of their own making. Other than expressing his identity through choice in the brand a customer can also express his identity by modifying the brand.

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