Consumer brand engagement (CBE) has attracted significant attention amongst academics
and practitioners; yet, myriad conceptualizations and operationalizations exist. This research …

This paper examines key relational drivers and brand outcomes of consumer–brand
engagement (CBE) in smartphone (product) and social media (service) brand contexts. The …

Consumer brand engagement is increasingly gaining popularity among practitioners and
academics as a prominent consumer-brand relationship construct. The emergent literature …

Organizations are increasingly seeking customer participation and engagement with their
brands. Despite significant practitioner interest, scholarly inquiry into the 'customer brand …

This paper revisits conceptual and operational consumer brand engagement (CBE)
definitions from the consumer behavior and marketing literature, with the objective of …

Since currently there is no established, unitary and shared theory on consumer–brand
engagement (CBE), this exploratory study is aimed at inductively proposing a preliminary …

Purpose Customers nowadays would expect more than just the sales process. As loyal
customers are crucial for businesses, research indicates that engaged consumers exhibit …

Purpose This study aims to examine the effect of sensory brand experience and involvement
on brand equity directly and indirectly through cognitive, emotional and behavioral …

Both academics and industry are focusing heavily on building and nurturing consumer–
brand relationships. Despite this interest, till now the role of traditional marketing constructs …

Consumer-brand engagement (CBE) is a priority in the current marketing agenda. However,
there is still a lack of empirically based studies appraising its essence. Hence our study is …