Brand as a Customer Value Driver: Relationships with Customer Engagement

- Grzegorz Maciejewski, Piotr Krowicki

This article presents theoretical considerations regarding the concept of ‘brand’, identifying it as a value driver for customers and defining how important a brand is in the value creation process. Brand-related constructs (brand strength, brand value, brand equity, brand awareness, brand knowledge, brand reputation, brand image, and brand identity) found in the literature are defined, paying particular attention to brand equity as a construct more closely related to the concept of perceived value. The article also discusses the various levels of meaning of a brand and presents the concept of customer engagement (CE), identifying the relationships between a brand, the concept of perceived value, and customer engagement. The conclusions highlight the strong relationships between brands and the category of customer value. Additionally, the article presents the phenomenon of customer engagement as a theoretical perspective for brand identification in the process of customer value creation.

Grzegorz Maciejewski — holds a postdoctoral degree in Economic Sciences. He is a Professor at the University of Economics in Katowice, and is Head of the Market and Consumption Department. He is a research project manager at the Center of Research and Development in Katowice and the manager and contractor of six grants from the Ministry of Science and Higher Education. He is an academic tutor. His scientific interests are mainly in the area of behavioral economics and marketing. He is the author of over 150 articles in the areas of consumer behavior, the marketing strategies of enterprises, and market and marketing research methodologies. Member of the Polish Society of Market and Opinion Researchers (PTBRiO), the Polish Scientific Marketing Society (PNTM), the Polish Economic Society (PTE) and the PGV International Scientific Network. ORCID no. 0000-0002-13180747.

Piotr Krowicki — Student of interdisciplinary PhD studies at the University of Business in Dąbrowa Górnicza. He graduated with honors from the MA studies in international relations at the University of Warsaw. His master’s thesis entitled “Public diplomacy and nation branding in the service of a positive image of the country: The case of Poland.” won an award from the Minister of the Economy for the best master’s thesis on pro-export and proinvestment topics in the competition for the best master’s thesis on the promotion of Poland “Teraz Polska Promocja”. Furthermore, the work was awarded third place in the competition for the best master’s thesis in the field of contemporary international relations, and the first prize in the Robert Mroziewicz Competition for the best master’s thesis in the field of international relations and diplomacy. His research interests focus on customer engagement and value marketing of shopping malls.

DOI: 10.2478/minib-2022-0003
MINIB, 2022, Vol. 43, Issue 1

Tłumaczenie w j. polskim

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