Reference : Capturing consumer engagement: duality, dimensionality and measurement
Scientific journals : Article
Business & economic sciences : Marketing
http://hdl.handle.net/2268/227828
Capturing consumer engagement: duality, dimensionality and measurement
English
Dessart, Laurence mailto [Université de Liège - ULiège > HEC Liège : UER > Marketing et intelligence stratégique >]
Veloutsou, Cleopatra [> >]
Morgan-Thomas, Anna [> >]
2016
Journal of Marketing Management
Taylor & Francis
32
5-6
399-426
Yes (verified by ORBi)
0267-257X
United Kingdom
[en] consumer engagement ; brand engagement ; community
[en] This study advances the conceptualisation and operationalisation
of consumer engagement in the context of online brand communities
(OBCs). Past scholarship has only partially addressed the
dimensionality of engagement and the different engagement
foci, and these oversights have important theoretical and empirical
consequences. This study contributes to the nascent stream of
research that aims to theoretically refine and operationalise
engagement by espousing the duality of engagement with two
engagement foci (brand and community) and seven sub-dimensions
of consumer engagement. Using qualitative data from consumers
and experts, three survey data sets based on English and
French samples, and two pools of mirrored items (one for each
engagement focus), the study develops and validates a dual-focus
22-item scale of consumer engagement that can be used to
operationalise engagement with various consumer engagement
objects.
Researchers ; Professionals ; Students ; General public
http://hdl.handle.net/2268/227828
10.1080/0267257X.2015.1130738

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