Naumann, Kay; Bowden, Jana; Gabbott, Mark - In: European Journal of Marketing 54 (2020) 7, pp. 1469-1499
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...