Consumer brand engagement: stato dell’arte. Teoria, applicazioni, prospettive di ricerca

Translated title of the contribution: [Autom. eng. transl.] Consumer brand engagement: state of the art. Theory, applications, research perspectives

Research output: Contribution to journalArticle

Abstract

Engaging consumers towards brands is currently a primary necessity for companies to increase brand equity and customer loyalty. In spite of the growing interest from the academic and the professional world, today an internationally shared definition of the consumer-brand engagement (Cbe) construct is lacking. Our paper offers a preliminary analysis of the Cbe construct, comparing its current definition proposed by the international academic and managerial literature, in order to point out both its constitutive dimensions and distinctive features, and its pragmatic implications. Furthermore, our study highlights neglected conceptual dimensions of the Cbe construct, identifying a future research and strategic agenda to support a better theoretical foundation of the Cbe construct.
Translated title of the contribution[Autom. eng. transl.] Consumer brand engagement: state of the art. Theory, applications, research perspectives
Original languageItalian
Pages (from-to)199-225
Number of pages27
JournalMICRO & MACRO MARKETING
Publication statusPublished - 2011

Keywords

  • communication strategies
  • consumer brand engagement
  • marketing strategies

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