Table of contents - Special Issue: Current challenges in building brand engagement
Brand tribalism: an anthropological perspective
Harry A. Taute, Jeremy SierraCompanies should move beyond product attribute positioning to fostering affective-laden relationships with customers, as customers often want to feel engaged with the brand they…
Design benefits, emotional responses, and brand engagement
Frank Franzak, Suzanne Makarem, Haeran JaeThe objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions. The authors…
Examination of the roles played by brand love and jealousy in shaping customer engagement
Abhigyan Sarkar, S. SreejeshThe purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers'…
Consumer engagement with self-expressive brands: brand love and WOM outcomes
Elaine Wallace, Isabel Buil, Leslie de ChernatonyThe purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive…
Empirical test of a new product evolutionary cycle
Eddy W.T. LauThe purpose of this paper is to explore the drivers of change in product evolution and to examine the relationship between company performance and active management of the driving…
Customers' relational models as determinants of customer engagement value
Velitchka D. Kaltcheva, Anthony Patino, Michael V. Laric, Dennis A. Pitta, Nicholas ImparatoThe authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms – specifically, they propose that customers who hold different relational…
Exploring positively- versus negatively-valenced brand engagement: a conceptual model
Linda D. Hollebeek, Tom ChenAfter gaining traction in business practice the “brand engagement” (BE) concept has transpired in the academic marketing/branding literature. BE has been defined as the level of a…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou