The effects of mental, social and behavioral stimuli on consumer brand conflicts:Comparison between pleasure and functional goods

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Brand consumer engagement is a new concept in marketing literature that attracts more attention from academics and researchers every day. The cause of increasing attention to this phenomenon is the effect that brand-led customers have on the performance of companies. The purpose of this study is to investigate the effects of mental stimuli (mental conflict, brand jealousy, brand love), social stimuli (social identity, social norm) and behavioral stimuli (brand use experience, functional benefits) on consumer brand involvement with regard to the nature of goods. The research method is descriptive, and in terms of type, it is applied. The statistical population of the research was the customers of two brands of Apple and Samsung in Tehran. 334 questionnaires were collected. Structural equation analysis and subgroup correlation test are used to analyze the data. The softwares used for research are IMOS and SPIOSS. The results showed that all three categories of mental, social and behavioral stimuli have a positive effect on consumer brand engagement. The results also showed that the relationship between brand jealousy and consumer brand engagement in pleasure goods is stronger. Finally, the research results showed that consumer brand engagement has a positive and significant effect on satisfaction, loyalty, oral advertising and customer confidence

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