TY - CHAP
T1 - Customer Engagement
AU - Alversia, Y
AU - Michaelidou, Nina
AU - Moraes, Caroline
PY - 2015/1/21
Y1 - 2015/1/21
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.
U2 - 10.1002/9781118785317.weom090067
DO - 10.1002/9781118785317.weom090067
M3 - Entry for encyclopedia/dictionary
SN - 9781118785317
SN - 9781119972518
BT - Wiley Encyclopedia of Management
ER -