Purpose

While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown.

Design/methodology/approach

Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy. The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions.

Findings

The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. The authors propose two essential service modes (i.e. socially distant/platform-mediated interactions) and two non-essential service modes (i.e. service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE. Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i.e. promotion/prevention), as formalized in the propositions.

Research limitations/implications

Given the authors’ focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined.

Practical implications

This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown.

Originality/value

By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight.

中文翻译：

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服务锁定期间的客户品牌参与度

目的

尽管客户品牌参与度（CBE）研究具有重要的洞察力，但迄今为止，大多数研究都是在常规的自由市场条件下探索CBE的，这在不那么常规的条件下（包括灾难/大流行）中表现出了重要的知识差距。因此，本研究旨在探索在COVID-19提示的公民封锁期间提供必要/非必要服务的CBE。

设计/方法/方法

在回顾的基础上，作者开发了具有必需/非必需服务交互的基于锁定的CBE框架，并根据其各自满足Maslow层次结构中不同需求的能力来概念化。作者认为，基于锁定的必要/非必要服务交互对CBE有不同的影响，如一组建议中所述。

发现

该框架描述了基于锁定的基本/非必需服务交互以及它们各自对CBE的影响。作者提出了两种基本的服务模式（即，社交距离/平台介导的交互）和两种非必要的服务模式（即，服务关闭/平台介导的交互），作者认为这会对CBE产生不同的影响。此外，作者认为，如命题中所述，我们基于锁定的服务模式与CBE之间的关联将由客户的监管重点（即促销/预防）来调节。

研究局限/意义

考虑到作者对基于锁定的CBE的关注，本文为文献提供了独特的见解。如概述的那样，这也为进一步研究提供了充足的机会。

实际影响

这项研究产生了重要的管理意义，包括建议采取不同的策略/策略，以在锁定期间利用以促销/预防为主的客户的品牌参与度。

创意/价值

通过探索基于锁定的基本/非必要服务模式对以促销/预防为主的客户的品牌参与度的影响，本文提供了新颖的见解。