Journal ArticleDOI
Consumer engagement in a virtual brand community: An exploratory analysis
TLDR
In this paper, the authors explore the nature and scope of consumer engagement in an online brand community environment and reveal that consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment.About:
This article is published in Journal of Business Research.The article was published on 2013-01-01. It has received 2340 citations till now. The article focuses on the topics: Brand engagement & Customer engagement.read more
Citations
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Journal ArticleDOI
Understanding Customer Experience Throughout the Customer Journey
TL;DR: In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior by examining existing definitions and conceptualizations of customer experiences as a construct.
Journal ArticleDOI
Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research
TL;DR: The authors explored the theoretical foundations of customer engagement by drawing on relationship marketing theory and the service-dominant (S-D) logic, and developed a general definition of CE, and distinguish the concept from other relational concepts, including participation and involvement.
Journal ArticleDOI
Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation
TL;DR: In this paper, a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions is analyzed in three different social media contexts, including cognitive processing, affection, and activation.
Journal ArticleDOI
The Role of Customer Engagement Behavior in Value Co-Creation A Service System Perspective
Elina Jaakkola,Matthew Alexander +1 more
TL;DR: The concept of customer engagement (CE) aggregates the multiple ways customer engagement can be achieved as discussed by the authors, and it is used in marketing and service research to highlight the blurring of boundaries between firms and customers.
Journal ArticleDOI
Consumer engagement in online brand communities: a social media perspective
TL;DR: In this paper, the authors aim to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in terms of the engagement with the brand and the other members of the online brand community.
References
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Journal ArticleDOI
The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
Journal ArticleDOI
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo,Robert F. Lusch +1 more
TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Book
Business Research Methods
Alan Bryman,Emma Bell +1 more
TL;DR: In this paper, the authors present a review of the literature in business research and discuss the nature of qualitative and quantitative research, and break down the quantitative/qualitative divide by combining quantitative and qualitative research.
Journal ArticleDOI
Service-dominant logic: continuing the evolution
Stephen L. Vargo,Robert F. Lusch +1 more
TL;DR: This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP.