Viswanathan, Vijay; Malthouse, Edward C.; Maslowska, Ewa; … - In: Journal of Service Management 29 (2018) 3, pp. 378-398
Purpose: The purpose of this paper is to study consumer engagement as a dynamic, iterative process in the context of TV shows. A theoretical framework involving the central constructs of brand actions, customer engagement behaviors (CEBs), and consumption is proposed. Brand actions of TV shows...