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Defining Event Marketing as Engagement-Driven Marketing Communication
16 references·1 citing·41 second hop
Defining Event Marketing as Engagement-Driven Marketing Communication (2022)Defining Event Marketing as Engagement-Dr…Guidance on Conducting a Systematic Literature Review (2017)Guidance on Conducting a Syst…A higher-order model of consumer brand engagement and its impact on loyalty intentions (2015)A higher-order model of consu…Online brand community engagement: Scale development and validation (2014)Online brand community engage…Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (2014)Consumer Brand Engagement in …A Generalized Multidimensional Scale for Measuring Customer Engagement (2014)A Generalized Multidimensiona…A Comparison between Two Main Academic Literature Collections: Web of Science and Scopus Databases (2013)A Comparison between Two Main…Customer Engagement: Exploring Customer Relationships Beyond Purchase (2012)Customer Engagement: Explorin…Customer Engagement With Tourism Brands (2012)Customer Engagement With Tour…Exploring customer brand engagement: definition and themes (2011)Exploring customer brand enga…Customer Engagement (2011)Customer EngagementConsumer engagement in a virtual brand community: An exploratory analysis (2011)Consumer engagement in a virt…Achieving brand loyalty through sponsorship: the role of fit and self-congruity (2011)Achieving brand loyalty throu…Customer Engagement Behavior: Theoretical Foundations and Research Directions (2010)Customer Engagement Behavior:…An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness (2009)An Experimental Study of the …The Process of Customer Engagement: A Conceptual Framework (2008)The Process of Customer Engag…Event Studies: Theory, Research and Policy for Planned Events (2007)Event Studies: Theory, Resear…Symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, football club segment (2023)Symbolic consumption as a non…Naturalistic inquiry (1985)Basics of Qualitative Research (1992)Customer engagement: the construct, antecedents, and consequences (2016)Exchange and Power in Social Life (2017)Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions (2019)The Commitment-Trust Theory of Relationship Marketing (1994)Evolving to a New Dominant Logic for Marketing (2003)Advances in Consumer Research (2025)SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality (1988)PSYCHOLOGICAL CONDITIONS OF PERSONAL ENGAGEMENT AND DISENGAGEMENT AT WORK. 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References

  • 2011Customer Engagement3,657 cited
  • 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions3,536 cited
  • 2017Guidance on Conducting a Systematic Literature Review3,449 cited
  • 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation3,261 cited
  • 2011Consumer engagement in a virtual brand community: An exploratory analysis3,229 cited
  • 2012Customer Engagement: Exploring Customer Relationships Beyond Purchase2,086 cited
  • 2013A Comparison between Two Main Academic Literature Collections: Web of Science and Scopus Databases1,930 cited
  • 2008The Process of Customer Engagement: A Conceptual Framework1,365 cited
  • 2011Exploring customer brand engagement: definition and themes1,335 cited
  • 2009An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness1,039 cited
  • 2007Event Studies: Theory, Research and Policy for Planned Events749 cited
  • 2014A Generalized Multidimensional Scale for Measuring Customer Engagement713 cited
  • 2012Customer Engagement With Tourism Brands617 cited
  • 2014Online brand community engagement: Scale development and validation598 cited
  • 2015A higher-order model of consumer brand engagement and its impact on loyalty intentions

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443 cited
  • 2011Achieving brand loyalty through sponsorship: the role of fit and self-congruity320 cited
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    • 2023Symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, football club segment19 cited