The Role of Customer Brand Engagement in Mitigating Negative Impacts of Crisis on Brand Loyalty in the Social Media Era

This thesis discusses the relationship among three parties of customer brand engagement, brand loyalty, and crisis based on previous literature. It proposes that customer brand engagement can take moderating effects in mitigating negative impacts of crisis on brand loyalty in the social media era to establish the hypothesis and three sub-hypotheses of the research. To verify the hypothesis, the original data of the empirical research of customer brand engagement, brand loyalty, and crisis are obtained by questionnaire. Then, the SPSS statistical analysis software is employed to conduct linear regression and hierarchical linear analysis to provide data analysis for the research. It confirms the partial moderating effect of customer brand engagement in mitigating negative impacts of crisis on brand loyalty in both customers’ brand cognition and customers’ emotional engagement. The research of this thesis is conducted under the situation of organizational crisis and tries to provide a new research perspective on the relationship between customer brand engagement and brand loyalty, and provides the basis for taking more transparent measures for crisis management in the social media era.