{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,7]],"date-time":"2026-05-07T12:03:09Z","timestamp":1778155389513,"version":"3.51.4"},"reference-count":81,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2019,3,11]],"date-time":"2019-03-11T00:00:00Z","timestamp":1552262400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JPBM"],"published-print":{"date-parts":[[2019,3,11]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer\u2013brand relationships and its direct and\/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer\u2013brand relationships.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer\u2013brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jpbm-08-2017-1545","type":"journal-article","created":{"date-parts":[[2019,2,28]],"date-time":"2019-02-28T06:42:10Z","timestamp":1551336130000},"page":"274-286","source":"Crossref","is-referenced-by-count":165,"title":["Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships"],"prefix":"10.1108","volume":"28","author":[{"given":"Teresa","family":"Fernandes","sequence":"first","affiliation":[]},{"given":"Mariana","family":"Moreira","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"2","key":"key2020092420221727300_ref001","doi-asserted-by":"crossref","first-page":"235","DOI":"10.1007\/s11002-013-9251-4","article-title":"Psychometric vs. C-OAR-SE measures of brand love: a reply to Rossiter","volume":"25","year":"2014","journal-title":"Marketing Letters"},{"issue":"3","key":"key2020092420221727300_ref002","doi-asserted-by":"crossref","first-page":"258","DOI":"10.1108\/07363761311328928","article-title":"The role of brand love in consumer-brand relationships","volume":"30","year":"2013","journal-title":"Journal of Consumer Marketing"},{"issue":"3","key":"key2020092420221727300_ref003","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice \u2013 a review and recommended two-Step approach","volume":"103","year":"1988","journal-title":"Psychology Bulletin"},{"issue":"1","key":"key2020092420221727300_ref004","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1007\/BF02723327","article-title":"On the evaluation of structural equation models","volume":"16","year":"1988","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"1","key":"key2020092420221727300_ref005","first-page":"1","article-title":"brand love: development and validation of a practical scale","volume":"28","year":"2016","journal-title":"Marketing Letters"},{"issue":"3\/4","key":"key2020092420221727300_ref006","doi-asserted-by":"crossref","first-page":"656","DOI":"10.1108\/EJM-02-2016-0081","article-title":"Antecedents and outcomes of brand love: utilitarian and symbolic Brand qualities","volume":"52","year":"2018","journal-title":"European Journal of Marketing"},{"issue":"2","key":"key2020092420221727300_ref007","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jm.09.0339","article-title":"brand love","volume":"76","year":"2012","journal-title":"Journal of Marketing"},{"issue":"7","key":"key2020092420221727300_ref008","doi-asserted-by":"crossref","first-page":"514","DOI":"10.1108\/08876040410561848","article-title":"Customer satisfaction should not be the only goal","volume":"18","year":"2004","journal-title":"Journal of Services Marketing"},{"issue":"7","key":"key2020092420221727300_ref009","doi-asserted-by":"crossref","first-page":"504","DOI":"10.1057\/bm.2010.6","article-title":"Two studies of consequences and actionable antecedents of brand love","volume":"17","year":"2010","journal-title":"Journal of Brand Management"},{"issue":"1","key":"key2020092420221727300_ref010","doi-asserted-by":"crossref","first-page":"32","DOI":"10.1108\/07363769810202664","article-title":"Symbolic and functional positioning of brands","volume":"15","year":"1998","journal-title":"Journal of Consumer Marketing"},{"issue":"1","key":"key2020092420221727300_ref011","doi-asserted-by":"crossref","first-page":"63","DOI":"10.2753\/MTP1069-6679170105","article-title":"The process of customer engagement: a conceptual framework","volume":"17","year":"2009","journal-title":"Journal of Marketing Theory and Practice"},{"issue":"6","key":"key2020092420221727300_ref012","doi-asserted-by":"crossref","first-page":"574","DOI":"10.1080\/19368620903024983","article-title":"Customer engagement: a framework for assessing customer-brand relationships: the case of the restaurant industry","volume":"18","year":"2009","journal-title":"Journal of Hospitality Marketing and Management"},{"issue":"4","key":"key2020092420221727300_ref013","doi-asserted-by":"crossref","first-page":"877","DOI":"10.1108\/JSTP-04-2016-0072","article-title":"Engagement valence duality and spillover effects in online Brand communities","volume":"27","year":"2017","journal-title":"Journal of Service Theory and Practice"},{"issue":"3","key":"key2020092420221727300_ref014","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1177\/1094670511411703","article-title":"Customer engagement: conceptual domain, fundamental propositions, and implications for research","volume":"14","year":"2011","journal-title":"Journal of Service Research"},{"issue":"3","key":"key2020092420221727300_ref015","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1509\/jmkg.73.3.052","article-title":"Brand experience: what is it? 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