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Cited by 1,411

The DOI matches its Crossref record; 20 of the 20 references it cites were found in a registry or an index.

Demystifying customer brand engagement: Exploring the loyalty nexus

Hollebeek, Linda D.·2011·Journal of Marketing Management
DOI 10.1080/0267257x.2010.500132
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Abstract

With its conceptual roots in fields including psychology and organisational behaviour, the engagement concept is emerging in the marketing literature, with preliminary research indicating that engaged consumers might exhibit greater loyalty to focal brands. Despite these advancements, the engagement concept remains underexplored to date. This paper addresses this gap by reviewing literature in other disciplines and marketing, and developing a tripartite customer brand-engagement conceptualisation comprising activation, identification, and absorption dimensions. Further, a conceptual model illustrating the conceptually distinct nature of and relationships between customer brand engagement and other marketing constructs is proposed, followed by a customer engagement/loyalty-based segmentation analysis. Enhanced insights into customer engagement are expected to be valuable for marketing scholars and practitioners seeking to enhance customer relationships, retention, and loyalty. The paper thus concludes with a set of research and practitioner implications, which may be used to guide future developments in this promising area.

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Cited by

Metadata

Authors
Hollebeek, L. D.
Venue
Journal of Marketing Management
Publisher
Informa UK Limited
Published
2010-10-18
Volume
27
Issue
7-8
Pages
785-807
ISSN
  • 0267-257X (ISSN-L)
  • 1472-1376
DOI
10.1080/0267257x.2010.500132
OpenAlex
W1976748235
Cited by
1,411
References
20
FWCI
31.21
Type
journal article
Language
en
Open access
closed

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