The concept of engagement: a systematic analysis of the ongoing marketing debate

Rossella C. Gambetti and Guendalina Graffigna

Consumer engagement is emerging as a central concern in brand management strategies. Nonetheless, the concept is new in market research and has been dealt with so far in widely differing and sometimes contradictory ways in both the academic and professional literature, so understanding the true nature of engagement is now both timely and necessary.

The concept of engagement: a systematic analysis of the ongoing marketing debate

Rossella C. Gambetti and Guendalina Graffigna

Università Cattolica del Sacro Cuore

Background

As both product value enhancers and key intangible assets in achieving differential competitive edge (Keller et al. 2005; Fiocca et al. 2007), brands need constant input from innovative strategies and techniques if they are to elicit positive responses from consumers and renew their confidence and trust.

In the present global market scenario,the pursuit ofconsumer brand engagement plays a key role in a new customer-centric marketing approach designed...

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