Individual-level cultural consumer engagement styles
Purpose: While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits engage with brands and their differences. The purpose of this paper is to explore CE with brands for consumers exhibiting differing cultural traits, and develop a set of research propositions for these individuals’ cognitive, emotional, behavioral, and social CE in brand interactions. These propositions, collectively, reflect consumers’ individual-level cultural CE styles – consumers’ motivationally driven disposition to think, feel, act, and relate to others in a certain manner characteristic of their specific individual cultural traits in brand interactions. Design/methodology/approach: In this conceptual paper, literature is reviewed in the areas of CE and its conceptual relationship with Yoo et al.’s (2011) individual cultural values. Findings: Key differences between individual-level cultural traits and consumers’ ensuing cognitive, emotional, behavioral, and social CE with brands are addressed in a set of research propositions based on Yoo et al.’s model of individual cultural values, from which the concept of individual-level cultural CE styles is developed. Research limitations/implications: This research explores differences across individuals displaying differing cultural traits and their ensuing CE with brands, which remains underexplored to date. It also develops the concept of individual-level cultural CE styles, which reflect consumers’ characteristic cultural trait-based cognitions, emotions, behaviors, and social dynamics in engaging with particular brands. Practical implications: The outlined managerial implications reveal that unique marketing approaches are expected to be effective for engaging consumers exhibiting different cultural traits with brands, based on their distinctive CE styles (e.g. focusing on personalized interactions/interactions that stress consumers’ similarity to and fit with salient others for individualist/collectivist consumers, respectively). Originality/value: This paper makes two important theoretical contributions. First, by offering a conceptual analysis of consumers displaying differing cultural traits and their ensuing engagement with brands, it provides an early attempt to explore individual-level cultural CE-based differences. Second, it develops the concept of individual-level cultural CE styles, which is expected to hold important theoretical and managerial implications.
Year of publication: |
2018
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Authors: | Hollebeek, Linda D. |
Published in: |
International Marketing Review. - Emerald, ISSN 0265-1335, ZDB-ID 2032066-8. - Vol. 35.2018, 1 (12.02.), p. 42-71
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Publisher: |
Emerald |
Saved in:
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