Customer Engagement Marketing

1. Customer Engagement Marketing
Anita Pansari, V. Kumar

Part I. Antecedents of Engagement

2. If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement
Shiri D. Vivek, Sharon E. Beatty, Melanie Hazod

3. Measuring and Managing Customer Engagement Value Through the Customer Journey
Rajkumar Venkatesan, J. Andrew Petersen, Leandro Guissoni

4. Customer Engagement Through Personalization and Customization
Alexander Bleier, Arne Keyser, Katrien Verleye

5. Managing Product Returns Within the Customer Value Framework
Alec Minnema, Tammo H. A. Bijmolt, J. Andrew Petersen, Jeffrey D. Shulman

6. Multi-tier Loyalty Programs to Stimulate Customer Engagement
Tammo H. A. Bijmolt, Manfred Krafft, F. Javier Sese, Vijay Viswanathan

7. Happy Users, Grumpy Bosses: Current Community Engagement Literature and the Impact of Support Engagement in a B2B Setting on User and Upper Management Satisfaction
Sander F. M. Beckers, Sterling A. Bone, Paul W. Fombelle, Jenny Doorn, Peter C. Verhoef, Kristal R. Ray

Part II. Consequences of Customer Engagement

8. Customer Engagement and Employee Engagement: A Research Review and Agenda
Vikas Mittal, Kyuhong Han, Robert A. Westbrook

9. The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force
Bryan W. Hochstein, Willy Bolander

Part III. Application Context of Customer Engagement

10. Creating Stronger Brands Through Consumer Experience and Engagement
Bobby J. Calder, Linda D. Hollebeek, Edward C. Malthouse

11. From Customer to Partner Engagement: A Conceptualization and Typology of Engagement in B2B
Werner J. Reinartz, Manuel Berkmann

12. Engaging with Brands: The Influence of Dispositional and Situational Brand Engagement on Customer Advocacy
Richie L. Liu, David E. Sprott, Eric R. Spangenberg, Sandor Czellar

13. The Emotional Engagement Paradox
Lerzan Aksoy, Timothy L. Keiningham, Alexander Buoye, Joan Ball

14. Conclusion: Informing Customer Engagement Marketing and Future Research
Colleen M. Harmeling, Jordan W. Moffett, Robert W. Palmatier

Avainsanat: Business and Management, Customer Relationship Management, Corporate Communication/Public Relations, Market Research/Competitive Intelligence