Main Article Content
The objectives of the current research were to develop: 1) a conceptual model of consumer brand engagement (CBE), and 2) a measurement of CBE in Thai context that is reliable, valid and generalizable for marketing communications applications. After the documentary research, thirteen depth interviews with practitioners and academics in the marketing communications fields were conducted to construct a conceptual model. Two surveys of 400 engaged respondents with AIS (service brand) and iPhone (product brand) and 500 engaged respondents with mobile networks were then run to empirically test and refine the CBE measurement scale. Results from second-order structural equation modeling showed that the CBE construct is composed of dedication (emotional component), vigor (behavioral component), and absorption (cognitive component). In addition, this new CBE measurement (3 components and 17 indicators) was reliable, valid and generalizable for marketing communications applications.