Positively and negatively valenced customer engagement: the constructs and their organizational consequences

Marbach, J., Borghei Razavi, N., Lages, C. R. and Hollebeek, L. D. (2019) Positively and negatively valenced customer engagement: the constructs and their organizational consequences. In: Hollebeek, L. D. and Sprott, D. E. (eds.) The Handbook of Research on Customer Engagement. Edward Elgar. ISBN 9781788114882

Abstract/Summary

Until recently, the majority of academic research on customer engagement (CE) has focused on the concept’s positive valence that reflects consumers’ favorable brand-related cognitions, emotions, and behaviors, which typically contribute positively to brand performance. While the existence of negative CE manifestations has been recognized, little is known regarding their particular expressions, characteristics, and position in the broader nomological network, as explored in this chapter. While the antecedents and consequences of unidimensional and multidimensional negatively valenced CE (NVCE) have been explored in the literature, the consequences of multidimensional NVCE, particularly those at the organizational level, remain nebulous, as explored in this chapter. In addition, we examine organizational-level consequences of positively valenced CE (PVCE) that are contrasted to those of NVCE. To achieve these objectives, we first conceptualize positively and negatively valenced CE, followed by an exploration of their respective consequences. We conclude by offering specific managerial recommendations to increase positive CE whilst halting the concept’s negative expressions.

Additional Information	This is a draft chapter. The final version is available in Handbook of Research on Customer Engagement edited by Linda D. Hollebeek and David E. Sprott, published in 2019, Edward Elgar Publishing Ltd http://dx.doi.org/10.4337/9781788114882
Item Type	Book or Report Section
URI	https://reading-clone.eprints-hosting.org/id/eprint/83385
Refereed	No
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Additional Information	This is a draft chapter. The final version is available in Handbook of Research on Customer Engagement edited by Linda D. Hollebeek and David E. Sprott, published in 2019, Edward Elgar Publishing Ltd http://dx.doi.org/10.4337/9781788114882
Publisher	Edward Elgar
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