Discussion of consumer brand engagement within the broader brand management literature adopts largely a psychological view for conceiving the nature of the<br>construct. As a result, little focus has been devoted to consumer brand engagement<br>behaviours -- an aspect that has high managerial relevance. Of particular relevance are the<br>challenges of establishing appropriate measures and better understanding the drivers of<br>brand engagement behaviours. With the aim of addressing these challenges, this paper<br>presents a theoretically-grounded and empirically-validated measure of consumer<br>engagement behaviours based on the Actual Brand Engagement framework proposed
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