Business Commons^™

Customer Engagement: Perceived Benefits And Effect Of Individual And Brand Personality On Engagement Behaviors, Yana Andonova

Doctoral Dissertations

Customer engagement has been defined as “the customer’s behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers” (van Doorn et al. 2010, p. 254). The term is often used to refer to creating experiences that allow companies to build deeper, more meaningful and sustainable interactions with their customers (The Economist 2007). While practitioners have been very interested in customer engagement as it is believed to lead to loyalty, academic interest toward customer engagement as a separate construct has been somewhat limited (van Doorn et al. 2010). This research extends the literature on customer engagement …