Considerable managerial and academic interest has made engagement a key priority in marketing and service research, spurring a rapidly increasing body of literature on this topic. Academic research initially explored customer engagement (CE) and customer engagement behavior within the...

Purpose: Online innovation communities are central for many organizations seeking to advance their innovation portfolio. While these communities rely on consumers to collaborate in the innovation process, it remains unclear what drives these consumers to perform value co-creation activities and...

Purpose: Market shaping research predominantly focusses on the activities of the market shaper, rather than the equally important roles of other market actors. Market shapers may enhance resource density and value creation within markets, yet such influences cannot exhaustively explain how...

Purpose: Despite recognition that organizations operate in interrelated service systems, extant literature has focused strongly on dyadic engagement relationships (e.g. customer-to-brand). Taking into account the multiple engagement foci that exist within a service system, the purpose of this...

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, it provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in...