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Online consumer's engagement with food brands: the mediated effect of Brand Engagement in Self-Concept between Brand Love and Brand Advocacy

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dc.contributor.author Kasunthika, R. K.
dc.date.accessioned 2023-05-10T09:36:41Z
dc.date.available 2023-05-10T09:36:41Z
dc.date.issued 2023-03-07
dc.identifier.citation 11th Annual International Research Conference 2022 (AIRC 2022) proceedings on “The Economic Calamity: Accost The Challenges and Resilience Through Business Innovation” march 07, 2023. Faculty of Management and Commerce, South Eastern University of Sri Lanka, University Park, Oluvil, Sri Lanka. pp.11 en_US
dc.identifier.isbn ISBN: 978-955-627-280-2(Print)
dc.identifier.issn 978-955-627-280-9 (e-copy)
dc.identifier.uri http://ir.lib.seu.ac.lk/handle/123456789/6685
dc.description.abstract Purpose: Customers are increasingly aware of food brand names and identify with the food brands they purchase. Interesting findings are obtained from studies combining the brand engagement with self-concept (BESC) idea with other marketing variables. The goal of this study is to examine how brand advocacy and brand love among consumers relate to their preferred food brands. Design/Methodology/Approach: To further understand the factors influencing brand advocacy, 200 online food users in Sri Lanka were surveyed. A five-point Likert scale, from strongly disagree (1) to strongly agree (5) and was utilized in this online survey. The self-administered survey was distributed online, and 200 respondents provided data using a judgmental sampling method of nonprobability in Sri Lanka, the research questionnaire was distributed from October 1 through November 31. SMART PLS 4.0 was used to understand and analyze the gathered data. The acquired data were examined for internal consistency using reliability analysis. Findings: This paper offers empirical knowledge. A persona profile and an experimental prototype are among the design study findings that are intended to be activated for practical use. Examining the mediating influence of BESC, the findings show that brand love has a significant and positive impact on consumers' brand advocacy. Originality: The study enhances the body of knowledge on self-concept theory and offers food marketers insightful information about internet consumers. Implications: This study aids in understanding emerging trends in Sri Lankan online consumer behavior. Although brand love and brand advocacy have been the subject of prior studies, BESC has a mediating influence. The current research tries to close these knowledge gaps. en_US
dc.language.iso en_US en_US
dc.publisher Faculty of Management and Commerce,South Eastern University of Sri Lanka, University Park, Oluvil, Sri Lanka. en_US
dc.subject Brand engagement in Self-concept en_US
dc.subject Brand love en_US
dc.subject Brand Advocacy en_US
dc.title Online consumer's engagement with food brands: the mediated effect of Brand Engagement in Self-Concept between Brand Love and Brand Advocacy en_US
dc.type Article en_US


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