The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness

Using the extended Resource Investment Model, this study investigated the effect of customerbrand investments in building a strong customer engagement. Data were collected from a sample of 200 mobile phone customers using self-administered questionnaire, and analyzed through the utilization of mu...

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Main Authors:	Zuraidah Zainol, Norjaya Mohd. Yasin, Nor Asiah Omar, Nik M. Hazrul Nik Hashim, Juliana Osman
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2015
Online Access:	http://journalarticle.ukm.my/9525/ http://journalarticle.ukm.my/9525/ http://journalarticle.ukm.my/9525/1/11145-30910-1-PB.pdf

id	ukm-9525
recordtype	eprints
spelling	ukm-95252016-12-14T06:50:12Z http://journalarticle.ukm.my/9525/ The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness Zuraidah Zainol, Norjaya Mohd. Yasin, Nor Asiah Omar, Nik M. Hazrul Nik Hashim, Juliana Osman, Using the extended Resource Investment Model, this study investigated the effect of customerbrand investments in building a strong customer engagement. Data were collected from a sample of 200 mobile phone customers using self-administered questionnaire, and analyzed through the utilization of multiple linear regressions analysis. The findings revealed that investments in customer and brand relationship significantly induce the customer to be engaged to a brand. Besides, the findings indicated that customer investment partially mediates the relationship between perceived brand investment and customer engagement. This study is one of the first to test the applicability of resource investment model in the context of customer-brand relationship. It concentrated on customers’ perception of their relationships with mobile phone brand in the Malaysia’s context. Accordingly, this study provides useful insight for companies in developing a strong customer-brand relationship; and consequently to sustain their competitiveness. Penerbit Universiti Kebangsaan Malaysia 2015 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/9525/1/11145-30910-1-PB.pdf Zuraidah Zainol, and Norjaya Mohd. Yasin, and Nor Asiah Omar, and Nik M. Hazrul Nik Hashim, and Juliana Osman, (2015) The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness. Jurnal Pengurusan, 44 . pp. 1-18. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/700
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	Using the extended Resource Investment Model, this study investigated the effect of customerbrand investments in building a strong customer engagement. Data were collected from a sample of 200 mobile phone customers using self-administered questionnaire, and analyzed through the utilization of multiple linear regressions analysis. The findings revealed that investments in customer and brand relationship significantly induce the customer to be engaged to a brand. Besides, the findings indicated that customer investment partially mediates the relationship between perceived brand investment and customer engagement. This study is one of the first to test the applicability of resource investment model in the context of customer-brand relationship. It concentrated on customers’ perception of their relationships with mobile phone brand in the Malaysia’s context. Accordingly, this study provides useful insight for companies in developing a strong customer-brand relationship; and consequently to sustain their competitiveness.
format	Article
author	Zuraidah Zainol, Norjaya Mohd. Yasin, Nor Asiah Omar, Nik M. Hazrul Nik Hashim, Juliana Osman,
spellingShingle	Zuraidah Zainol, Norjaya Mohd. Yasin, Nor Asiah Omar, Nik M. Hazrul Nik Hashim, Juliana Osman, The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness
author_facet	Zuraidah Zainol, Norjaya Mohd. Yasin, Nor Asiah Omar, Nik M. Hazrul Nik Hashim, Juliana Osman,
author_sort	Zuraidah Zainol,
title	The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness
title_short	The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness
title_full	The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness
title_fullStr	The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness
title_full_unstemmed	The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness
title_sort	effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2015
url	http://journalarticle.ukm.my/9525/ http://journalarticle.ukm.my/9525/ http://journalarticle.ukm.my/9525/1/11145-30910-1-PB.pdf
first_indexed	2023-09-18T19:55:07Z
last_indexed	2023-09-18T19:55:07Z
_version_	1777406477330284544

The effect of customer-brand relationship investments on customer engagement: an imperative for sustained competitiveness

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