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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 3/2017

15.12.2016 | Conceptual/Theoretical PAPER

Toward a theory of customer engagement marketing

verfasst von: Colleen M. Harmeling, Jordan W. Moffett, Mark J. Arnold, Brad D. Carlson

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2017

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Abstract

Customer engagement marketing—defined as a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions—marks a shift in marketing research and business practice. After defining and differentiating engagement marketing, the authors present a typology of its two primary forms and offer tenets that link specific strategic elements to customer outcomes and thereby firm performance, theorizing that the effectiveness of engagement marketing arises from the establishment of psychological ownership and self-transformation. The authors provide evidence in support of the derived tenets through case illustrations, as well as a quasi-experimental field test of the central tenet of engagement marketing.
Vorheriger Artikel Customer engagement: the construct, antecedents, and consequences
Nächster Artikel The effects of customer equity drivers on loyalty across services industries and firms

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Metadaten
Titel
Toward a theory of customer engagement marketing
verfasst von
Colleen M. Harmeling
Jordan W. Moffett
Mark J. Arnold
Brad D. Carlson
Publikationsdatum
15.12.2016
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 3/2017
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-016-0509-2

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