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 language | English |
|---|---|
| Title of host publication | Proceedings of the Conference of the Academy of Marketing Science (AMS) |
| Pages | 1-4 |
| Number of pages | 4 |
| Publication status | Published - 2011 |
| Event | Annual Conference of the Academy of Marketing Science (AMS) - Coral Gables (Florida) Duration: 4 May 2011 → 6 May 2011 |
Conference
| Conference | Annual Conference of the Academy of Marketing Science (AMS) |
|---|---|
| City | Coral Gables (Florida) |
| Period | 4/5/11 → 6/5/11 |
Keywords
- brand strategies
- consumer behaviour
- consumer brand engagement
- consumer brand relationships