Purpose Customer engagement is of critical interest to both academics and practitioners. Extant literature focusses primarily on customer engagement with a single focal object, usually brands; this study takes another view to consider customer engagement with multiple focal objects (service...

Purpose: The ability to attract and retain volunteers is crucial for not-for-profit organizations, and consequently, the need to understand and manage volunteers’ engagement is paramount. The purpose of this paper is to investigate the role of five volunteer engagement dimensions (cognitive,...

Purpose The purpose of this paper is to introduce the term branded marketing events (BMEs), and examine the role of its experiential components as a strategic tool for the facilitation of customer brand engagement. This study examines five experiential components of BMEs at events held in...

Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to...

Purpose – The purpose of this paper is to capture the richness of customer perceived value by determining its benefit and cost dimensions in a complex service setting. Perceived value is argued as equivalent to value-in-use; that is value that emerges for or is created by the customer....

Purpose The purpose of this paper is to advance extant theorizing around resource integration by conceptualizing and delineating the notion of a usage center. A usage center consists of a combination of interdependent actors that draw on resources across their individual usage processes to...