Capturing consumer engagement: duality, dimensionality and measurement

[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.

Disciplines :

Marketing

Author, co-author :

Dessart, Laurence ; KEDGE Business School > Marketing

Veloutsou, Cleopatra

Morgan-Thomas, Anna

Language :

English

Title :

Capturing consumer engagement: duality, dimensionality and measurement

Publication date :

2016

Journal title :

Journal of Marketing Management

ISSN :

0267-257X

eISSN :

1472-1376

Publisher :

Taylor & Francis, United Kingdom

Volume :

Issue :

5-6

Pages :

399-426

Peer reviewed :

Peer Reviewed verified by ORBi

Available on ORBi :

since 17 September 2018

Statistics

Number of views

132 (7 by ULiège)

Number of downloads

4959 (4 by ULiège)

More statistics

Scopus citations^®

384

Scopus citations^®
without self-citations

368

OpenCitations

192

OpenAlex citations

459

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