Understanding customer brand engagement behaviors in today's interactive marketplace

Don E. Schultz and Martin P. Block

Micro & Macro Marketing, 2011, issue 2, 227-244

Abstract: Customer Brand Engagement (Cbe) is a new marketing/branding concept, flowing from the early work of Aaker and Keller on brandsand branding, but, expanded and extended by others. As an emerging concept, multiple definitions and measurement methodologies have been suggested. Most approaches have been based on attitudinal constructs and measures. We propose an approach based actual concreterecommending behaviors by brand customers, framed around an adaptationof Reichheld's Net Promoter Score. We extend and expand Nps to provide a measurable marketer value for the development of Cbe.

Date: 2011
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