000			02012nam a22002537a 4500
003			ZW-GwMSU
005			20210510100921.0
008			210510b |||||||| |||| 00| 0 eng d
022			_a0965254X
040			_aMSU _cMSU _erda
100			_aHollebeek, Linda. _eauthor
245	1	0	_aExploring customer brand engagement: definition and themes _ccreated by Linda Hollebeek.
264			_aAbingdon _bTaylor and Francis _c2011
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 19, number 7,
520			_aOrganizations are increasingly seeking customer participation and engagement with their brands. Despite significant practitioner interest, scholarly inquiry into the ‘customer brand engagement’ (CBE) concept has transpired in the literature only relatively recently, resulting in a limited understanding of the concept to-date. This paper addresses this research gap by providing a literature review in this area, and developing a CBE conceptualization based on an integrative deductive (literature-based)/inductive (data-based) approach. Data were sourced from exploratory, qualitative depth-interviews and a focus group employing a total of 14 informants. Extending previous research, CBE is viewed from relationship marketing (RM) and service-dominant (S-D) logic perspectives, whilst an integrative linkage to social exchange theory (SET) is also drawn. Based on the analysis, CBE is defined as ‘the level of a customer's cognitive, emotional and behavioral investment in specific brand interactions’. Further, three key CBE themes are identified, including ‘immersion’, ‘passion’ and ‘activation’. The paper concludes with an overview of key research limitations and implications.
650	4		_aCustomer engagement
650	4		_aBrands
650	4		_aIn-depth interviews/focus group
856			_uhttps://doi.org/10.1080/0965254X.2011.599493
942			_2lcc _cJA
999			_c157075 _d157075