Abstract

Consumer-brand engagement is becoming a central concern in brand management strategies but it has been dealt so far in heterogeneous and contradictory ways in both academic and professional literature. Our exploratory study designed according to the Grounded Theory methods is aimed at inductively founding a theoretical framework for this concept.
Original languageEnglish
Title of host publicationProceedings of the Conference of the Academy of Marketing Science (AMS)
Pages1-4
Number of pages4
Publication statusPublished - 2011
EventAnnual Conference of the Academy of Marketing Science (AMS) - Coral Gables (Florida)
Duration: 4 May 20116 May 2011

Conference

ConferenceAnnual Conference of the Academy of Marketing Science (AMS)
CityCoral Gables (Florida)
Period4/5/116/5/11

Keywords

  • brand strategies
  • consumer behaviour
  • consumer brand engagement
  • consumer brand relationships

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