This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM)...

Purpose: The purpose of this paper is to examine how the number of activities within a multi-activity experience influences consumer preferences before and after consumption. Design/methodology/approach: The hypotheses are tested using four experiments and a secondary data set from a river...

In this article the authors suggest that a major change in business orientation — the adoption of the logistics concept — is about to occur.