Building Customer Engagement in an Emergent Economy: A Managerial Perspective of the Consumer-Brand Relationship

Resultado de la investigación

Resumen

Using a qualitative approach, this research explores the nature of CE in consumer goods companies and proposes a conceptual model to explain the mechanisms that interact within firms to build CE from a managerial perspective. The results aim to contribute to the development of the theory of CE building by broadening it from a practitioner standpoint. The results provide a conceptual platform for marketing executives to build customer-focused engagement strategies.
Idioma originalEnglish
Lugar de publicaciónUSA
EditorialPROQUEST
Número de páginas150
ISBN (versión digital)9780355039184
EstadoPublished - 2016

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