Article (Scientific journals)
Capturing consumer engagement: duality, dimensionality and measurement
Dessart, Laurence; Veloutsou, Cleopatra; Morgan-Thomas, Anna
2016In Journal of Marketing Management, 32 (5-6), p. 399-426
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Keywords :
consumer engagement; brand engagement; community
Abstract :
[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 :
32
Issue :
5-6
Pages :
399-426
Peer reviewed :
Peer Reviewed verified by ORBi
Available on ORBi :
since 17 September 2018

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