Because there are papers favoring both the relationships. Please provide your take regarding the directionality of this relationship.
I agree with Susan, it could be both depending on which side the experience took place.
Susan Malima and Sola Ogunye,
Thank you for sparing your time to answer my question. However, if you could please elaborate it as to what do you mean by "..depending on which side..." or if you could please provide an example, that would be highly appreciated.
In my humble opinion, it's mostly an antecedent. That is, to develop a state of engagement toward a brand, something has to be happened in past to generate this state. So, I think it is reasonable to think that:
- Brand experience 1 is an antecedent of the customer engagement state 1 which leads in tun to the brand experience 2 (in this case, a consequence of the state of engagement). It's a circular process according to me.
In addition, the hypotheses on which based the above sentece are that
H1: having a good brand experience positively affect the CE state (and viceversa in the case of a bad brand experience);
H2: having a good brand experience positevely enhance CE state;
H3: being engaged toward a brand positively affect the brand experience of a customer;
H4: being engaged toward a brand positively enhance the brand experience.
I hope my comment can be useful for you!
Mr. Marco V. Rossi,
Thank you very much for presenting your take.
"Brand experience 1 is an antecedent of the customer engagement state 1 which leads in tun to the brand experience 2 (in this case, a consequence of the state of engagement). It's a circular process according to me."
Ya! It is a pretty convincing comment.
Cheers!
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