Brand engagement: an analysis on motivation


Antonieta Reyes

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



The article provides a complementary approach to understanding brand engagement through motivation theories. The author proposes that there is an opportunity to better understand brand engagement, defined by Sprott and colleagues (2006) as “the propensity for a person to incorporate important brands into the self-concept” (p. 3), by exploring consumer motivations that may underline this behavior. The analysis is organized in four sections that provide a summary of two fundamental motivation theories: Maslow’s hierarchy of needs (1943) and McClelland’s theory of needs (1967); identification of key findings in previous brand engagement research involving motivation theories; strengths and weaknesses in brand engagement research as a function of motivation; and an overview of the issues followed by recommendations for future research. In today’s global and multicultural market, marketers and brand managers may gain a competitive edge by understanding consumer motivations and their effects on shopping behavior. The research presented in this article supports the importance of exploring different approaches to market research in order to better understand how and why consumers engage with brands, and suggests that understanding the wants, needs, and drives of consumer through the motivation lens provides new insights into consumer behavior, especially brand engagement.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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