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?:abstract
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Purpose: While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown Design/methodology/approach: Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions Findings: The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE The authors propose two essential service modes (i e socially distant/platform-mediated interactions) and two non-essential service modes (i e service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i e promotion/prevention), as formalized in the propositions Research limitations/implications: Given the authors’ focus on lockdown-based CBE, this paper adds unique insight to the literature It also raises ample opportunities for further study, as outlined Practical implications: This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown Originality/value: By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight © 2020, Emerald Publishing Limited
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