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Building Customer Engagement in an E...

Alvarez Milan, Agarzelim.

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Building Customer Engagement in an Emergent Economy: A Managerial Perspective of the Consumer-Brand Relationship.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Building Customer Engagement in an Emergent Economy: A Managerial Perspective of the Consumer-Brand Relationship./
Author:	Alvarez Milan, Agarzelim.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
Description:	150 p.
Notes:	Source: Dissertation Abstracts International, Volume: 78-11(E), Section: A.
Contained By:	Dissertation Abstracts International78-11A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10258813
ISBN:	9780355039184

Building Customer Engagement in an Emergent Economy: A Managerial Perspective of the Consumer-Brand Relationship.
Alvarez Milan, Agarzelim.

Building Customer Engagement in an Emergent Economy: A Managerial Perspective of the Consumer-Brand Relationship. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 150 p.

Source: Dissertation Abstracts International, Volume: 78-11(E), Section: A.

Thesis (Ph.D.)--EGADE Business School, Instituto Tecnologico y de Estudios Superiores de Monterrey (Mexico), 2016.

The term customer engagement (CE) appeared in the marketing literature just a decade ago as a developing construct. It has been studied from consumer perspective mostly in different developed economies contexts. Although CE has gained increasing currency in marketing studies as a way to increase satisfaction, loyalty and customer lifetime value, little attention has been paid to the process of CE building from the organizational perspective. The failure to do so has inhibited the application of developments on CE theory within marketing practice and therefore the growing of the development as a consolidated construct. The present research responds directly to calls for understanding the meanings and elements of CE and how do they interact within firms in CE building. Because established theories and empirical generalizations derived from data gathered in the developed world are not necessarily applicable to emerging markets, and given the current relevance of emerging economies and their leading role in the global economy in the near future, it is important to understand how firms in this context build CE to their brands-firm in order to contribute to the permanence of the company. Using a qualitative approach, this research explores the nature of CE in consumer goods companies in one of the three most important emerging economies in Latin America: Mexico, and proposes a conceptual model to explain the mechanisms that interact within firms to build CE from a managerial perspective. The results aim to contribute to the development of the theory of CE building by broadening it from a practitioner standpoint. The results provide a conceptual platform for marketing executives operating in countries with similar characteristics to Mexico to build customer-focused engagement strategies. And they are also potentially useful for global firms with audiences that share similarities or contexts with Mexican consumers.

ISBN: 9780355039184Subjects--Topical Terms:

536353
Marketing.

Building Customer Engagement in an Emergent Economy: A Managerial Perspective of the Consumer-Brand Relationship.
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