Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy

Détails

ID Serval
serval:BIB_85D02F4B4D57
Type
Partie de livre
Collection
Publications
Institution
Titre
Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy
Titre du livre
Customer Engagement Marketing
Auteur⸱e⸱s
Liu R.L., Sprott D.E., Spangenberg E.R., Czellar S.
Editeur
Springer International Publishing
ISBN
9783319619842
9783319619859
Statut éditorial
Publié
Date de publication
2018
Editeur⸱rice scientifique
Palmatier R.V., Kumar V., Harmeling C.M.
Pages
269-292
Langue
anglais
Résumé
Branding research has explored the processes underlying consumers’ engagement with brands, with research exploring both dispositional and situational forms of engagement. Despite this work, scholars have yet to examine the relationship between dispositional and situational approaches to brand engagement. In the current chapter, we report the results of an empirical study testing the influence of dispositional brand engagement on customer advocacy (i.e., positive word-of-mouth and “Liking” on Facebook), as mediated through situational engagement with a specific brand.
Création de la notice
14/06/2018 14:23
Dernière modification de la notice
21/08/2019 6:12
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