The process of consumer-brand engagement: a grounded theory approach

Guendalina Graffigna; Rossella Chiara Gambetti

The process of consumer-brand engagement: a grounded theory approach

Guendalina Graffigna, Rossella Chiara Gambetti

Risultato della ricerca: Contributo in libro › Contributo a convegno

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	English
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)
Città	Coral Gables (Florida)
Periodo	4/5/11 → 6/5/11

Keywords

brand strategies
consumer behaviour
consumer brand engagement
consumer brand relationships

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title = "The process of consumer-brand engagement: a grounded theory approach",

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.",

keywords = "brand strategies, consumer behaviour, consumer brand engagement, consumer brand relationships, brand strategies, consumer behaviour, consumer brand engagement, consumer brand relationships",

author = "Guendalina Graffigna and Gambetti, {Rossella Chiara}",

year = "2011",

language = "English",

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AB - 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.

KW - brand strategies

KW - consumer behaviour

KW - consumer brand engagement

KW - consumer brand relationships

KW - brand strategies

KW - consumer behaviour

KW - consumer brand engagement

KW - consumer brand relationships

UR - http://hdl.handle.net/10807/8152

M3 - Conference contribution

SN - non conosciuto

SP - 1

EP - 4

BT - Proceedings of the Conference of the Academy of Marketing Science (AMS)

T2 - Annual Conference of the Academy of Marketing Science (AMS)

Y2 - 4 May 2011 through 6 May 2011

ER -

The process of consumer-brand engagement: a grounded theory approach

Abstract

Convegno

Keywords

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