TY - BOOK
T1 - Building Customer Engagement in an Emergent Economy: A Managerial Perspective of the Consumer-Brand Relationship
AU - Álvarez Milán, Agarzelim
N1 - Alvarez, Agarzelim (2016). Building Customer Engagement in an Emergent Economy: A Managerial Perspective of Consumer-Brand Relationship - PROQUEST (Doctoral dissertation).
PY - 2016
Y1 - 2016
N2 - The term customer engagement (CE) appeared in the marketing literature just a decade ago as adeveloping construct. It has been studied from consumer perspective mostly in differentdeveloped economies contexts. Although CE has gained increasing currency in marketing studiesas a way to increase satisfaction, loyalty and customer lifetime value, little attention has beenpaid to the process of CE building from the organizational perspective. The failure to do so hasinhibited the application of developments on CE theory within marketing practice and thereforethe growing of the development as a consolidated construct. The present research respondsdirectly to calls for understanding the meanings and elements of CE and how do they interactwithin firms in CE building. Because established theories and empirical generalizations derivedfrom data gathered in the developed world are not necessarily applicable to emerging markets,and given the current relevance of emerging economies and their leading role in the globaleconomy in the near future, it is important to understand how firms in this context build CE totheir brands-firm in order to contribute to the permanence of the company. Using a qualitativeapproach, this research explores the nature of CE in consumer goods companies in one of thethree most important emerging economies in Latin America: Mexico, and proposes a conceptualmodel to explain the mechanisms that interact within firms to build CE from a managerialperspective. The results aim to contribute to the development of the theory of CE building bybroadening it from a practitioner standpoint. The results provide a conceptual platform formarketing executives operating in countries with similar characteristics to Mexico to buildcustomer-focused engagement strategies. And they are also potentially useful for global firmswith audiences that share similarities or contexts with Mexican consumers.
AB - The term customer engagement (CE) appeared in the marketing literature just a decade ago as adeveloping construct. It has been studied from consumer perspective mostly in differentdeveloped economies contexts. Although CE has gained increasing currency in marketing studiesas a way to increase satisfaction, loyalty and customer lifetime value, little attention has beenpaid to the process of CE building from the organizational perspective. The failure to do so hasinhibited the application of developments on CE theory within marketing practice and thereforethe growing of the development as a consolidated construct. The present research respondsdirectly to calls for understanding the meanings and elements of CE and how do they interactwithin firms in CE building. Because established theories and empirical generalizations derivedfrom data gathered in the developed world are not necessarily applicable to emerging markets,and given the current relevance of emerging economies and their leading role in the globaleconomy in the near future, it is important to understand how firms in this context build CE totheir brands-firm in order to contribute to the permanence of the company. Using a qualitativeapproach, this research explores the nature of CE in consumer goods companies in one of thethree most important emerging economies in Latin America: Mexico, and proposes a conceptualmodel to explain the mechanisms that interact within firms to build CE from a managerialperspective. The results aim to contribute to the development of the theory of CE building bybroadening it from a practitioner standpoint. The results provide a conceptual platform formarketing executives operating in countries with similar characteristics to Mexico to buildcustomer-focused engagement strategies. And they are also potentially useful for global firmswith audiences that share similarities or contexts with Mexican consumers.
UR - https://search.proquest.com/openview/5e724da213a7ae8a4877903e0977ed90/1?pq-origsite=gscholar&cbl=18750&diss=y
M3 - Book
BT - Building Customer Engagement in an Emergent Economy: A Managerial Perspective of the Consumer-Brand Relationship
PB - PROQUEST
CY - USA
ER -