Grounding consumer-brand engagement: A field-driven conceptualisation
Guendalina Graffigna and Rossella C. Gambetti
Universita Cattolica del Sacro Cuore, Milan
Introduction
We live in an increasingly complex world, which is always in turmoil and whose pace of change is becoming progressively more disruptive. Consumers are difficult to satisfy and fine-tune with, since they are eager to co-create meaningful content to relate to their brands and products (Cova et al. 2011). They claim to be listened to, to be involved in, to be entrusted with the production of brand-related content. They feel deeply the need to be the true protagonists...