Capturing consumer engagement: duality, dimensionality and measurement
Laurence Dessart, Cleopatra Veloutsou and Anna Morgan-Thomas
| Year of publication: |
May 2016
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| Authors: | Dessart, Laurence ; Veloutsou, Cleopatra ; Morgan-Thomas, Anna |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 5/6, p. 399-426
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| Subject: | Consumer engagement | brand engagement | community engagement | online brand community | social networks | scale development | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Soziales Netzwerk | Social network | Markenführung | Brand management | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Markenartikel | Brand | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2015.1130738 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011483096