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Brands are seen as complex and brand related constructs mimic such complexity. Among the gamut of brand related principles, customer brand engagement (CBE) emerged as a concept of how customers and brands develop close relations (Hollebeek, 2011). A more complex approach is consistent with the fragmentation of the meaning of brands, it is proposed the use of the Boundary-Spanning Marketing Organization Theory (MOR, Hult, 2011) and Expectancy Theory (Vroom, 1964).
Three gaps are addressed for the better understand CBE. First, a more rigorous assessment is performed on the theoretical tenets of each of the three construct dimensions. Second, a scale is developed under two integrative, theoretical grounded perspectives, namely, MOR and Expectancy Theory, using classical test theory (CTT). Customers from Brazil and the United States are used to develop the scale. Finally, using item response theory (IRT), the scale is evaluate for measurement invariance.
The knowledge on CBE is still in its initial phase. In an effort allocation perspective, Hollebeek (2011) provide a conceptual definition of CBE as based on customers’ cognitive, emotional and behavioral resources allocation. Assessing the scope and theoretical perspectives of CBE, the construct is redefined as a personal effort allocation process. Expectancy Theory is used to explain customer outcomes from the brand engagement process as MOR defines customer-brand integration process.
Following Nunnally and Bernstein (1994), a scale was developed. Initially, the domain of the construct was specified and items were generated and evaluated. Data from two studies (200 students and 200 customers) were used to evaluate construct validity using exploratory and confirmatory factor analysis. A final study with 500 customers was used to ensure model fit using structural equation modeling. Respondent’s latent trait and measurement invariance was evaluated using IRT.
The three-dimension, second-order construct comprised by the first-order cognitive, emotional and behavioral dimensions proposed framework was confirmed. The factor weights for the cognitive, behavior and emotional dimensions were significant, indicating that these are sub-dimensions of CBE. Expectancy Theory model with consequents of direct first-order outcome and indirect second-order outcome was also confirmed. Lastly, the instrument is invariant regarding the respondent’s country or gender.
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