Havia uma atitude no meio do caminho! a relação entre engajamento do cliente e as dimensões do comportamento de cocriação de valor no varejo

Abstract

Although the number of studies on customer engagement with the brand is increasing, there is still a strong predominance of articles with a conceptual approach, generating the need for empirical research. To address this gap, the objective of this study is to measure the influence of brand engagement antecedents, in addition to the mediation effect of the value co-creation attitude between brand engagement and participation and citizenship behaviors in retail. For this, 288 online interviews were carried out with people who go to a supermarket. Data were analyzed using structural equation modeling with partial least squares estimation (PLS-SEM) in the SmartPLS 4 software. The results suggest that brand engagement and self-congruence with the brand are the dimensions that most explain the brand engagement. The results also show the importance of attitude to mediate the engagement relationship and to influence participation and citizenship behaviors. This study contributes to the evolution of discussions about predictive models of customer behavior, and in practice, this study can help marketing leaders to prioritize engagement and attitude actions, and thus, influence customer behaviors that add value to the brand in the long term. The work concludes with suggestions for future studies seeking to evolve with the theme.