ABSTRACT
After generating significant initial interest in the business practice literature (Appelbaum, 2001), the ‘customer engagement’ (CE) concept is rapidly gaining traction in the academic marketing literature (Verleye et al., 2013; Jaakkola and Alexander, 2014; Leeflang, 2011). Specifically, a number of authors has heralded the potentially superior contributions of this nascent concept to predicting or explaining focal consumer behaviours and specific behavioural outcomes, including consumer commitment and loyalty, relative to conventional concepts (e.g. customer satisfaction or involvement; Mollen and Wilson, 2010; Bowden, 2009; Brodie et al., 2011, 2013; Sprott et al., 2009; MSI, 2014).
