Consumer brand enmeshment: Typography and complexity modeling of consumer brand engagement and brand loyalty enactments

The study here presents a revolutionary new perspective in the consumer brand engagement (CBE) literature. The models advance a radically enhanced CBE and customer loyalty theory, grounded in complexity and sense-making theories. It describes how the use of set theoretic models and asymmetric analytics using Boolean algebra, rather than normative matrix algebra and symmetric analytics provide the means for testing major principles of complexity theory in CBE and presents a thought experiment of complexity theory tenets that provides alternative logic of asymmetric testing of variables affecting positive or negative consumer behavior. Aided by various graphics and complex multi-dimensional property space models, thought experiments, evidenced by netnographic cases, consumer brand enmeshment (CBEM) theory offers a reality-based expansion of consumers' responses to brand inter-actions and delivers a set of complex recipes that is likely to lead to a variety of opposable consumer brand inter-actions and brand enmeshments that simultaneously differ in direction and intensity. (C) 2015 Elsevier Inc. All rights reserved.