This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM)...

Customer profitability models have evolved into an important strategic tool for marketers in recent years. The authors show that conventional models may be inappropriate for markets involving new products or services because they fail to account for the social effects (e.g., word-of-mouth and...