How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement - Predicting Consumer Behavior Across Qualitatively Different Experiences

Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging.

How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement – Predicting Consumer Behavior Across Qualitatively Different Experiences

Bobby J. Calder

Northwestern University

Mathew S. Isaac

Seattle University

Edward C. Malthouse

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