Customer Engagement: Conceptualization, Distinctiveness and Testing the Nomological Network
We have conceptualized & distinguished Customer Engagement (CE) from other constructs by extant literature review. We observed the mediation effect of CE between Involvement and Loyalty with the positive effect of Involvement on CE and CE’s positive effect on Loyalty but No direct effect of Involvement on Loyalty.
Citation:
Prateeksha Parihar, Jagrook Dawra, and Vinita Sahay (2016) ,"Customer Engagement: Conceptualization, Distinctiveness and Testing the Nomological Network", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 752-752.
Authors
Prateeksha Parihar, Indian Institute of Management Raipur, India
Jagrook Dawra, Indian Institute of Management Raipur, India
Vinita Sahay, Indian Institute of Management Raipur, India
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
E12. Green versus Premium Choice and Feelings of Pride
Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná
Featured
O1. Choice, Rejection, and Context Effects
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education
Featured
Liminal Motherhood: Relational Partners Experience of Liminality
Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas