Capturing consumer engagement: duality, dimensionality and measurement

Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2016) Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), pp. 399-426. (doi: 10.1080/0267257X.2015.1130738)

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This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality of engagement and the different engagement foci, and these oversights have important theoretical and empirical consequences. This study contributes to the nascent stream of research that aims to theoretically refine and operationalise engagement by espousing the duality of engagement with two engagement foci (brand and community) and seven sub-dimensions of consumer engagement. Using qualitative data from consumers and experts, three survey data sets based on English and French samples, and two pools of mirrored items (one for each engagement focus), the study develops and validates a dual-focus 22-item scale of consumer engagement that can be used to operationalise engagement with various consumer engagement objects.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Morgan-Thomas, Professor Anna and Veloutsou, Professor Cleopatra
Authors: Dessart, L., Veloutsou, C., and Morgan-Thomas, A.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Marketing Management
Publisher:Taylor and Francis (Routledge)
ISSN (Online):1472-1376
Copyright Holders:Copyright © 2016 Westburn Publishers Ltd.
First Published:First published in Journal of Marketing Management 32(5-6):399-426
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher

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