This study investigates the effects of customers’ trust and satisfaction with the focal brand and brand identification (self-expressive brand) on customer brand engagement (CBE) dimensions (cognitive processing, affection and activation), which can promote brand outcomes (brand evangelism and repurchase intention). The model was tested using survey data from 466 Australian consumers of mobile phone brands. The results suggest that brand trust enhances affection, followed by cognitive processing, but not activation. Brand satisfaction has a stronger impact on activation than affection while it is not related to cognitive processing. Self-expressive brand has the largest impact on cognitive processing, followed by affection and then activation. CBE dimensions are found to influence brand outcomes (brand evangelism and repurchase intention). For marketing theorists, to our knowledge, this is the first study to empirically examine the differential impact of relational drivers on brand evangelism and repurchase intention via the CBE dimensions. For managers, given that brand trust and brand satisfaction are customer-based metrics often tracked by organisations, our findings help organisations to redirect their efforts to the specific relational drivers that influence either psychological and/or behavioural components of CBE as well as brand evangelism and repurchase intention.

中文翻译：

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关系驱动因素对客户品牌参与度和品牌成果的影响

本研究调查了客户对焦点品牌和品牌识别（自我表达品牌）的信任和满意度对客户品牌参与（CBE）维度（认知加工、情感和激活）的影响，这可以促进品牌成果（品牌传播和品牌传播）。回购意向）。该模型使用来自 466 名澳大利亚手机品牌消费者的调查数据进行了测试。结果表明，品牌信任增强了情感，其次是认知处理，但不是激活。品牌满意度对激活的影响大于情感，但与认知加工无关。自我表达品牌对认知加工的影响最大，其次是情感，然后是激活。发现 CBE 维度会影响品牌结果（品牌传播和再购买意图）。对于营销理论家来说，据我们所知，这是第一项通过 CBE 维度实证检验关系驱动因素对品牌传播和再购买意愿的不同影响的研究。对于管理者而言，鉴于品牌信任和品牌满意度是组织经常跟踪的基于客户的指标，我们的研究结果可帮助组织将他们的努力重定向到影响 CBE 的心理和/或行为组成部分以及品牌传播和传播的特定关系驱动因素上。回购意向。