Consumer-brand engagement is becoming a central concern in brand management strategies but it has been dealt so far in heterogeneous and contradictory ways in both academic and professional literature. Our exploratory study designed according to the Grounded Theory methods is aimed at inductively founding a theoretical framework for this concept.
Graffigna, G., Gambetti, R. C., The process of consumer-brand engagement: a grounded theory approach, in Proceedings of the Conference of the Academy of Marketing Science (AMS), (Coral Gables (Florida), 04-06 May 2011), American Academy of Marketing Science, Coral Gables (Florida) 2011: 1-4 [http://hdl.handle.net/10807/8152]
The process of consumer-brand engagement: a grounded theory approach
Graffigna, Guendalina;Gambetti, Rossella Chiara
2011
Abstract
Consumer-brand engagement is becoming a central concern in brand management strategies but it has been dealt so far in heterogeneous and contradictory ways in both academic and professional literature. Our exploratory study designed according to the Grounded Theory methods is aimed at inductively founding a theoretical framework for this concept.
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