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Cited by 274

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The Customer Engagement/Value Interface: An Exploratory Investigation

Hollebeek, Linda D.·2013·Australasian Marketing Journal
DOI 10.1016/j.ausmj.2012.08.006
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Abstract

After generating significant interest among marketing practitioners, the customer engagement (CE) concept is rapidly gaining traction in the academic marketing literature. Although pioneering research has provided foundational insights in this emerging area, little is known regarding the ways in which CE may contribute to generating customer value (CV) and ensuing loyalty for utilitarian and hedonic brands. Addressing this research gap, this paper develops a conceptual model of the CE/CV interface for utilitarian and hedonic brands, which proposes: (i) The existence of a curvilinear relationship between CE/CV for utilitarian and hedonic brands; and (ii) Up to a focal brand-, category-, consumer-, and situation-specific optimum, growing CE generates greater CV increases for hedonic, than for utilitarian brands. By drawing on a sample of 14 consumers, depth-interviewing/focus group findings provided exploratory evidence for contentions (i) and (ii). The paper concludes with an overview of key research limitations and implications.

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Metadata

Authors
Hollebeek, L. D.
Venue
Australasian Marketing Journal
Publisher
SAGE Publications
Published
2013-02
Volume
21
Issue
1
Pages
17-24
ISSN
  • 1441-3582 (ISSN-L)
  • 1839-3349
DOI
10.1016/j.ausmj.2012.08.006
OpenAlex
W2042156737
Cited by
274
References
16
FWCI
27.42
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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CoChat. (2026). Citation check: The Customer Engagement/Value Interface: An Exploratory Investigation. https://app.cochat.ai/papers/10.1016/j.ausmj.2012.08.006
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Hollebeek, L. D. (2013). The Customer Engagement/Value Interface: An Exploratory Investigation. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2012.08.006

Data sources

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

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