|Title of host publication||Wiley Encyclopedia of Management|
|Publication status||Published - 21 Jan 2015|
Research output: Chapter in Book/Report/Conference proceeding › Entry for encyclopedia/dictionary
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.
Publication date: First published: 21 January 2015