Exploring positively- versus negatively-valenced brand engagement: a conceptual model

Purpose – After gaining traction in business practice the “brand engagement” (BE) concept has transpired in the academic marketing/branding literature. BE has been defined as the level of a consumer's “cognitive, emotional and behavioral investment in specific brand interactions”. Although pioneering research provides exploratory insights, the majority of literature to-date addresses consumers' specific positively-valenced BE; thus largely overlooking potential negatively-valenced manifestations of this emerging concept and their ensuing implications. The purpose of this paper is to propose a novel BE conceptualization that extends to cover focal negatively-valenced, in addition to positively-valenced BE expressions, thus providing a more comprehensive theoretical model of BE. Specifically, while positively-valenced BE addresses consumers' favorable/affirmative cognitive, emotional and behavioral brand-related dynamics during focal brand interactions (e.g. brand-usage); negatively-valenced BE, by contrast, is exhibited through consumers' unfavorable brand-related thoughts, feelings, and behaviors during brand interactions. Design/methodology/approach – Drawing on netnographic methodology, the authors develop a conceptual model addressing the key characteristics of consumers' positively-/negatively-valenced BE, and derive a set of key BE triggers and consequences. Findings – Based on their analyses the authors develop a conceptual model, which addresses consumers' positively/negatively valenced BE, and key antecedents and consequences. Research limitations/implications – Future research is required, which tests and validates the proposed model for specific categories and brands using large-scale, quantitative analyses. Practical implications – Generating enhanced managerial understanding of positively/negatively valenced BE, this research contributes to guiding managerial decision making regarding the management of specific brands. Originality/value – By proposing a conceptual model incorporating positively-/negatively-valenced BE, this paper extends current insights in the branding/marketing literatures, thus contributing to managers and scholars.