The concept of engagement: a systematic analysis of the ongoing marketing debate
Rossella C. Gambetti and Guendalina Graffigna
UniversitÃ Cattolica del Sacro Cuore
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...