Consumer Brand Engagement: lo stato dell'arte. Teoria, applicazioni, prospettive di ricerca

Rossella Chiara Gambetti and Guendalina Graffigna

Micro & Macro Marketing, 2011, issue 2, 199-226

Abstract: Engaging consumers towards brands is currently a primary necessity for companies to increase brand equity and customer loyalty. In spite of the growing interest from the academic and the professional world, today an internationally shared definition of the consumer-brand engagement (Cbe) construct is lacking. Our paper offers a preliminary analysis of the Cbe construct, comparing its current definition proposed by the international academic and managerial literature, in order to point out both its constitutive dimensions and distinctive features, and its pragmatic implications. Furthermore, our study highlights neglected conceptual dimensions of the Cbe construct, identifying a future research and strategic agenda to support a better theoretical foundation of the Cbe construct.

Keywords: Consumer Brand Engagement; Marketing Strategies; Communication Strategies. (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/35136 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/35136 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/35136:y:2011:i:2:p:199-226

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().