Purpose In recent years, customer engagement (CE) with brands, which has been shown to
yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a …

Purpose The topic of customer engagement has been growing in relevance and complexity
in the last decade. Therefore, the purpose of this paper is to systematically review and …

Though customer engagement (CE) and experience are important research priorities,
empirically derived insight into these concepts and their associations remains scarce. We …

Drawing on a service-dominant (SD) logic perspective, this study identifies key antecedents
and consequences of tourism customer engagement, which remain nebulous to date. We …

Purpose The purpose of this study is to assess the mediating role of brand trust and
commitment in the relationship of brand engagement and brand experience with brand …

Purpose Despite growing academic interest in social identification (eg customer brand
identification) and social exchange (eg commitment/loyalty), little remains known regarding …

Despite the significant strides made in the customer engagement literature, the need to
understand any marketing actor's engagement (vs. merely the customer's) is increasingly …

This special issue has explored ways in which consumers engage with brands and firms
within ever-evolving technological environments (Ostrom et al., 2015). The articles show …

Purpose This study aims to develop/test a model that examines the effect of service
innovativeness on customer cocreation, satisfaction, advocacy and behavioral loyalty intent …

Purpose While the customer brand engagement (CBE) research has advanced important
insight, most studies to date explore CBE under regular, free-market conditions, yielding an …