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.
Lingua originale | Inglese |
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Titolo della pubblicazione ospite | Proceedings of the Conference of the Academy of Marketing Science (AMS) |
Pagine | 1-4 |
Numero di pagine | 4 |
Stato di pubblicazione | Pubblicato - 2011 |
Evento | Annual Conference of the Academy of Marketing Science (AMS) - Coral Gables (Florida) Durata: 4 mag 2011 → 6 mag 2011 |
Convegno
Convegno | Annual Conference of the Academy of Marketing Science (AMS) |
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Città | Coral Gables (Florida) |
Periodo | 4/5/11 → 6/5/11 |
Keywords
- brand strategies
- consumer behaviour
- consumer brand engagement
- consumer brand relationships