Consumer Engagement Or Customer Engagement? Two Competing Views on a Phenomenon
Engagement has become a crucial issue in contemporary marketing, a concept widely discussed in academia and practice. Uses of the term abound, yet its meaning is contested. This paper explores two competing views of engagement in marketing thought, consumer engagement and customer engagement. Implications for future research are considered.
Eathar Abdul-Ghani, Kenneth F Hyde, and Roger Marshall (2012) ,"Consumer Engagement Or Customer Engagement? Two Competing Views on a Phenomenon", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 121-128.
Eathar Abdul-Ghani, Auckland University of Technology, New Zealand
Kenneth F Hyde, Auckland University of Technology, New Zealand
Roger Marshall, Auckland University of Technology, New Zealand
AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012
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