Purpose: This study, by applying psychological life-space theory, aims to identify the role of banking activities in customers’ well-being. Design/methodology/approach: Following a quantitative approach, a two-stage method of structural equation modelling was used to test the hypotheses....

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 study is to operationalise and measure the effects of negative customer engagement (CE) in conjunction with positive CE. Both valences are explored through affective, cognitive and behaviour dimensions, and, in relation to the antecedent of involvement and outcome...

Purpose: Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through...

Purpose – To assist marketing management in the identification and targeting of consumer innovators for novel products by selectively reviewing and integrating three separate streams of research, namely, trait theory, utility‐awareness theory and contemporary cognitive theory....

Purpose – Increasingly, higher education institutions are being held to account for the performance of their students internally in terms of academic performance and timely program completion, as well as externally through job placement. This challenge is compounded by a range of additional...

Purpose Minimal attention is given to the negative valences of customer engagement and how they manifest in ways that detract from service value. The purpose of this paper is to uncover the meaning and conceptual dimensions of disengagement and negative engagement in conjunction with positive...