Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka

B.M.A. Pushpakumara

Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka

June 2020

Vol-6, Issue-3

Paper ID: 12089

ISSN: 2395-4396

Downloads: 0

Abstract & Details

Research Area

Management and Commerce

Keywords

Consumer brand relationship exchange relationship communal relationship consumer engagement

Abstract

Life insurance landscape is increasingly dynamic, and consumer engagement in consumer relationship behavior is changing. Development in brand marketing further influence this continuous dynamism. It is significant to understand the factors that may impact different engagement valence. The purpose of this is to identify the impact of consumer Brand relationship on consumer engagement. A cross-sectional survey was applied and select 384 samples of life insurance customers and it was drawn from selected life insurance companies in Sri Lanka. This study quantitatively explored consumer engagement by using deductive research approach. This study identified the positive impact of consumer Brand relationship on consumer engagement. This is the first research that comprehensively explores the factors impact of consumer Brand relationship on consumer engagement in the life insurance industry in Sri Lanka.

License

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Author Information

#	Name	Institute / Affiliation
1	B.M.A. Pushpakumara	Sri Lanka Institute of Advanced Technological Education

How to Cite

Use the following formats to cite this article in your research.

APA Style

Pushpakumara, B.M.A. (2020). Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka. International Journal of Advance Research and Innovative Ideas In Education, 6(3), 953-961.

MLA Style

Pushpakumara, B.M.A.. "Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka." International Journal of Advance Research and Innovative Ideas In Education, vol. 6, no. 3, 2020, pp. 953-961.

IEEE Style

B.M.A. Pushpakumara, "Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka," International Journal of Advance Research and Innovative Ideas In Education, vol. 6, no. 3, pp. 953-961, 2020.

Vancouver Style

Pushpakumara B.M.A.. Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka. International Journal of Advance Research and Innovative Ideas In Education. 2020;6(3):953-961.

Harvard Style

Pushpakumara, B.M.A. (2020) 'Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka', International Journal of Advance Research and Innovative Ideas In Education, 6(3), pp. 953-961.

Chicago Style

Pushpakumara, B.M.A.. "Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka." International Journal of Advance Research and Innovative Ideas In Education 6, no. 3 (2020): 953-961.

Turabian Style

Pushpakumara, B.M.A.. "Impact of Consumer Brand Relationship on Consumer Engagement; Empirical evidence from life insurance sector in Sri Lanka." International Journal of Advance Research and Innovative Ideas In Education 6, no. 3 (2020): 953-961.