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.
Titolo tradotto del contributo | [Autom. eng. transl.] Consumer brand engagement: state of the art. Theory, applications, research perspectives |
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Lingua originale | Italian |
pagine (da-a) | 199-225 |
Numero di pagine | 27 |
Rivista | MICRO & MACRO MARKETING |
Stato di pubblicazione | Pubblicato - 2011 |
Keywords
- communication strategies
- consumer brand engagement
- marketing strategies