Customer Engagement
Bibliographic Data
| ID | 23623149 |
|---|---|
| Authors | Yeshika Alversia (0000-0001-9616-8542, University of Birmingham), Nina Michaelidou (0000-0002-4447-4342, Loughborough University), C Moraes (0000-0002-9654-3725, University of Birmingham) |
| Year | 2015 |
| Pages | 1-1 |
| Publication date | 2015-01-21 |
| Open Access | Yes |
| Type | CHAPTER |
| Venue | Wiley Encyclopedia of Management (SOURCE_BOOK) |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/9781118785317.weom090067 |
| OpenAlex | W4235592570 |
| ISBN | 9781118785317 |
| Language | EN |
| References cited | 8 |
Customer engagement ( CE ) is an emerging area of scholarly enquiry focusing on the nontransactional relationship between customers and organizations. The concept has been captured by researchers as reflecting cognitive, emotional, and behavioral dimensions, which underpin the customers' relationship with a firm, a particular product category or a brand. CE is a key concept in consumer research as it informs how customers establish relationships with products and brands and how this practice enables marketing strategy.
Brand Engagement · Business · Customer engagement · Key (lock) · Product (mathematics) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing · Psychology
| Highly cited | No |
|---|