Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Purpose To understand how customer engagement has been researched in the last decade,
the purpose of this paper is to provide a systematic review of customer engagement …

Customers engaging with brands on social media is critical to social media managers;
however, there is still a lack of in-depth studies on the drivers of consumers' engagement …

This study advances the conceptualisation and operationalisation of consumer engagement
in the context of online brand communities (OBCs). Past scholarship has only partially …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …

Purpose By outlining the evolution of brand management research over the past 25 years,
as reported in the Journal of Product and Brand Management (JPBM), this paper aims to …

This research aims to explain members' online brand community (OBC) engagement and
participation based on their relationships with other members and with the community …

The effect of consumer-generated media stimuli on emotions and consumer brand
engagement | Emerald Insight Books and journals Case studies Expert Briefings Open Access …

This research addresses calls to consider consumer responses to product design along
three dimensions: functional, aesthetic, and symbolic design. Based on an analysis of online …