Brand engagement among customers is a dynamic process that requires continuous fostering by companies, irrespective of their products or brand nature. Despite extensive research into the antecedents and impacts of engagement, the aspect of engagement preservation remains under-explored in academic literature, particularly with utilitarian brands that often face challenges in achieving an engaged state compared to their hedonic counterparts. Consequently, this study investigates long-term (spanning from several years to over a decade) engagement of customers with four globally proliferating luxury brands and notable utilitarian brands in Japan, aiming to elucidate the factors pertinent to engagement retention. Employing co-occurrence network analysis via betweenness centrality, we strive to pinpoint the critical contexts influencing these customers. Our findings suggest that the key drivers maintaining engagement consist of a prominent utilitarian component for hedonic brands, and the facilitation of the hedonistic self by utilitarian brands.

客户之间的品牌参与是一个动态的过程，需要公司不断培育，无论其产品或品牌性质如何。尽管对敬业度的前因和影响进行了广泛的研究，但学术文献中对敬业度保存方面的探讨仍然不足，特别是对于功利主义品牌来说，与享乐型品牌相比，功利主义品牌在实现敬业度方面经常面临挑战。因此，本研究调查了客户对四个全球激增的奢侈品牌和日本​​著名实用品牌的长期（从几年到十多年）的参与度，旨在阐明与参与度保留相关的因素。通过介数中心性采用共现网络分析，我们努力查明影响这些客户的关键环境。