Effective Factors in Consumer Mindset Relationship with Brand Engagement: A Meta-Synthesis Approach

This study intends to identify the factors affecting the formation of the relationship between consumer mindset and brand engagement, and therefore, investigate the importance of mindsets in consumer behavior field. Previous research that examined consumer mindset are scattered and mostly use a certain varible as moderator or mediater in relation with it. The aim of this study is to analyze and synthesise previous findings and provide a relatively comprehensive framework for rooting out the relationship between the consumer mindset and brand engagement. For this purpose, this study is carried out using the principles of interpretive paradigm and inductive approach and implementation of meta-synthesis strategy. The statistical population includes all researches in the field of consumer mindset with a brand engagement approach. The sample consists of 76 selected researches in this field. In the analysis phase, the content analysis techniques were used. Finally, after analyzing all studies, 7 main categories and 12 subcategories were extracted. These categories include consumer mindset, brand attitude, self-brand connection, perceived value, social media using motivation, brand personality, and purchase intention. The outputs of the present study can explain the leading path for future research.