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 originaleEnglish
Titolo della pubblicazione ospiteProceedings of the Conference of the Academy of Marketing Science (AMS)
Pagine1-4
Numero di pagine4
Stato di pubblicazionePubblicato - 2011
EventoAnnual Conference of the Academy of Marketing Science (AMS) - Coral Gables (Florida)
Durata: 4 mag 20116 mag 2011

Convegno

ConvegnoAnnual Conference of the Academy of Marketing Science (AMS)
CittàCoral Gables (Florida)
Periodo4/5/116/5/11

Keywords

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

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