Purpose Relationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of this paper is to examine the effects that different types of customer engagement behaviors have on their...

Purpose – The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on...

The development and fostering of business relations is of crucial importance in marketing. Customer satisfaction is becoming the key success factor in this context. The creation of customer satisfaction by means of fostering the business relationship comprises rational aspects as well as...