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• W2107361737 abstract "ABSTRACT The practitioner literature is replete with examples of firm efforts to engage consumers. However, the existing relationship marketing constructs focus primarily on customer retention. This research examines those offerings or activities of firms that aim to engage prospects, potentials, customers and their extended relationships, together addressed as consumers in this research. Contributing to the recent efforts to expand the domain of relationship marketing, this research develops the construct of Consumer Engagement, which is the intensity of the consumer’s participation and connection with the organization’s offerings and/ or its organized activities. Using several qualitative methods, this research develops the construct of Consumer Engagement, differentiating it from existing constructs, such as involvement and customer communities. The qualitative studies in this research show that consumers may be engaged with offerings (e.g. iPod), activities (e.g. Beauty workshops), institutions (Ikea), or brands (e.g. Apple). These offerings/ activities might come from profit-making or non-profit organizations. Engagement might be in the presence or absence of other consumers, and might happen online or offline. Consumers may also be engaged through activities organized by the businesses or by consumers themselves. Using established quantitative scale development procedures, the consumer engagement scale is developed, refined and validated. Consumer Engagement is a three-dimensional, second-order construct, composed of enthusiasm, conscious participation and social interaction." @default.
• W2107361737 created "2016-06-24" @default.
• W2107361737 creator A5091095836 @default.
• W2107361737 date "2009-01-01" @default.
• W2107361737 modified "2023-09-23" @default.
• W2107361737 title "A SCALE OF CONSUMER ENGAGEMENT" @default.
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