The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes related to branding also have implications for future consumer engagement. Summarizing the findings of consumer factor research and suggesting future lines of inquiry connected to branding outcomes will enhance the understanding of consumer engagement and branding strategies to maximize marketing return on investment.,The authors review literature examining key constructs and sub-dimensions on how consumer factors impact brand engagement and brand outcomes.,Three major research areas specific to consumer factors were identified: consumer status, consumer disposition, personality trait, intrinsic motivation, extrinsic motivation and cultural dimensions. Brand engagement was explored relative to affective, cognitive and behavioral engagement. Lastly, six brand outcomes were explored: brand status, disposition, attitude, affirmation connection and aversion.,This review contributes to the literature through a deeper understanding of consumer factors that lead to consumer engagement and the resultant branding factors of consumer engagement. The authors offer framework that both identifies future research needs, and insights into how firms may create, grow and enhance consumer–brand engagement.,Given the dearth of comprehensive brand engagement frameworks in the literature, the authors offer insights into how consumer factors serve as antecedents to brand engagement and identify a research agenda for advancing the field.

中文翻译：

---

先前的消费者因素，相应的品牌结果和在线消费者参与度的度量：当前研究和未来方向

这项研究的目的是总结消费者因素研究的结果，并提出与品牌结果相关的未来询问途径。消费者对社交媒体感到满意，并接受占据相同数字空间的公司。但是，某些消费者比其他消费者更容易与公司在线互动。消费者因素的前因有很多，但尚未得到充分探讨。在线消费者参与度也已经以各种方式定义和衡量。与品牌相关的结果也对未来的消费者参与度有影响。总结消费者因素研究的结果，并提出与品牌结果相关的未来研究方向，将增进对消费者参与度和品牌战略的理解，以最大程度地提高营销投资回报。作者回顾了有关消费者因素如何影响品牌参与度和品牌结果的关键构造和次维度的文献。确定了针对消费者因素的三个主要研究领域：消费者地位，消费者性格，性格特征，内在动机，外在动机和文化尺寸。探索品牌参与度与情感，认知和行为参与度的关系。最后，探讨了六个品牌成果：品牌状态，性格，态度，肯定联系和厌恶。这篇评论通过对导致消费者参与的消费者因素以及由此产生的消费者参与品牌因素的更深刻理解，为文献做出了贡献。作者提供的框架既可以确定未来的研究需求，又可以洞察公司如何创造，