AN INVESTIGATION OF CONSUMER BRAND ENGAGEMENT ANTECEDENTS ON IPHONE SMARTPHONE USERS
Objective: This research provide evidence that there are significant and positive influences between the three main predictors of CBE (Consumer Brand Engagement) namely consumer involvement, consumer participation, and self-expressive brand on the three dimensions of CBE namely cognitive processing, affection, and activation. Research Design & Methods: This quantitative research is using purposive sampling combined with snowball sampling method to collect data from 295 respondents which are Iphone users/consumers at several location in Indonesia. Structural Equation Modeling - AMOS is also used to test the nine hypothesis. Findings: six of nine research hypothesis are significantly and positively supported between analyzed variables. Meanwhile, the other three hypothesis aren’t supported. Implications & Recommendations: Based on the findings, it can be stated that for the Apple Inc., as the owner of Iphone brand, they should give more experience, encourage participation, and emotional relation to their consumers as they continue using the products. Ideas, critics, and suggestion from consumers is also important factors to the brand. Contribution & Value Added: This research provides insight to understand CBE dimensions and its antecedents on Iphone smartphone brand which are consumers involvement, consumer participation, and self-expressive brand on cognitive processing, affection, and activation.