Roderick J. Brodie

TL;DR: The authors explored the theoretical foundations of customer engagement by drawing on relationship marketing theory and the service-dominant (S-D) logic, and developed a general definition of CE, and distinguish the concept from other relational concepts, including participation and involvement.

TL;DR: In this paper, the authors explore the nature and scope of consumer engagement in an online brand community environment and reveal that consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment.

TL;DR: In this paper, a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions is analyzed in three different social media contexts, including cognitive processing, affection, and activation.

TL;DR: In this article, the influence of brand image and reputation on customers' perceptions of product and service quality, customer value, and customer loyalty in a business market where there are three manufacturers marketing their brands directly to a large number of small firms.

TL;DR: In this article, the actor engagement is defined as both the actor's disposition to engage and the activity of engaging in an interactive process of resource integration within a service ecosystem, which leads to identifying research issues for actors, engagement platforms, actor disposition, engagement properties and resource integration patterns.