Consumer Engagement into Brand Equity Creation

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 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 and 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 for higher brand equity, is provided, which opens some new research and knowledge horizons