Customer Engagement

Y Alversia; Nina Michaelidou; Caroline Moraes

doi:10.1002/9781118785317.weom090067

Customer Engagement

Y Alversia, Nina Michaelidou, Caroline Moraes

Research output: Chapter in Book/Report/Conference proceeding › Entry for encyclopedia/dictionary

Abstract

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.

Original language	English
Title of host publication	Wiley Encyclopedia of Management
Publisher	Wiley
Volume	9
ISBN (Electronic)	9781118785317
ISBN (Print)	9781119972518
DOIs	https://doi.org/10.1002/9781118785317.weom090067
Publication status	Published - 21 Jan 2015

Bibliographical note

Publication date: First published: 21 January 2015

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title = "Customer Engagement",

abstract = "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.",

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AU - Michaelidou, Nina

AU - Moraes, Caroline

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N2 - 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.

AB - 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.

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M3 - Entry for encyclopedia/dictionary

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Customer Engagement

Abstract

Bibliographical note

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